Souvenir popcorn buckets: Is this the new gold rush?

We’ve become accustomed to the souvenir cups at sporting events and movie theaters. For a few dollars more, you can secure a limited edition plastic cup that is usually tied to some relevant IP or timely campaign.

But to take things to the next level, movie theaters have started introducing commemorative, limited edition popcorn buckets. And much like the corn they hold, these popped off with audiences, media and movie goers all around the world.

But aside from some media buzz, are they really having an impact? Are people coming to theaters for these must-have items? Is the secondary popcorn bucket market really a thing? And how would one create a buzz-worthy bucket?

Let’s examine each question carefully, but first, let’s take a look at why popcorn buckets became the next big thing in the movie industry.

Why Souvenir Popcorn Buckets Are Commanding Attention

There are a couple of reasons that combine to create the “perfect storm” of demand and intrigue over souvenir popcorn buckets.

Three of the major ones are the design, viral nature, and limited duration.

1. Innovative Design - This seems like a “duh,” but the designs of these buckets are new, custom designs that are intricately tied into the movie. It’s not just something cool to look at. Most have unique ways to interact with them—whether via augmented reality or even the way in which you retrieve the popcorn.

2. Viral Nature - With the innovative design, these popcorn buckets position themselves as a unique nugget of viral content. Why, though? After all, they are just vessels that store America’s #1 movie theater snack. The popcorn buckets take an everyday object, that we wouldn’t normally think about, and make it spectacular. We’ve never seen things like these and are drawn to the creativity and uniqueness that each brings. Most importantly, though, the buckets that truly go viral (for better or for worse) like the Dune: Part 2 bucket that people compared to a sex toy or the Gladiator bucket that incorporated AR. They give people something to comment on and talk about. This, in other words, is called social currency. The most successful popcorn buckets spark conversation—both about themselves and the movie at hand—driving interest and revenue at the box office.

3. Limited Duration - The limited duration of the campaign and capped quantities increase the value of these buckets. They are collectors items. The hypothesis is that movie goers will have a fear of missing out on the latest bucket, so they’ll head to the theater to grab one and see the movie. Once the movie’s campaign is complete, these buckets go off the market, thereby increasing their value. We’ve seen some of these buckets pop up on secondary markets (including eBay) with some retailing for $805.00.

The Business of Popcorn Buckets

Only a few years ago, souvenir popcorn buckets were a rarity. Now, they are driving upwards of $50 million in revenue for theater chains like AMC.

This ancillary revenue stream is huge for theater chains who have been struggling to get people in for a movie post-pandemic.

AMC CEO, Adam Aron, shared that the company sold 20,000 Ant-Man popcorn helmets for $600,000 in revenue in one day when the film hit theaters.

The objective of popcorn buckets for movie marketers isn’t just to have an additional revenue stream; it’s to tap into the cultural conscious and go beyond the concession stand. User-generated content on social media and various news hits are a great start. But once it goes beyond that, like the Dune: Part 2 popcorn bucket did, it taps into the cultural zeitgeist, providing exponentially more earned media for the movie than anticipated.

For example, people were posting and talking about the Dune: Part 2 bucket, that SNL created a skit for it prior to Dune: Part 2’s release in theaters:

People even were cosplaying as it and dressing up in their own homemade costumes inspired by it.

In doing so, more people were exposed to the Dune Part: 2 marketing campaign through these organic fan marketing efforts, driving awareness of not only the unique popcorn bucket but also upcoming release of the blockbuster hit.

5 Top Souvenir Popcorn Bucket Favorites (And Why They’re Buttering Us Up)

There will be so many more favorites to come in future months, but here are some of the popcorn buckets that caught our attention (and maybe even some of the cash in our wallets).

Star Wars: The Rise of the Skywalker Popcorn Bucket

The surprise factor of the compartment on your own personal R2D2 revealing warm, buttery popcorn is what does it for me.

This is one of the first that started the popcorn bucket craze, so naturally it’s high on our list as one of the most memorable.

Certain ones are retailing for $100+ on eBay with the fans, showing that it’s a unique collectors item too.

Barbie Corvette Popcorn Bucket

Barbie was the movie event of Summer 2023, and the popcorn bucket drew inspiration from her iconic pink Corvette. Guests would consume an overflowing amount of popcorn that was spread across the car’s seats.

More than 25,000 Corvette popcorn buckets sold out by the end of the campaign, driving $875,000 in revenue.

The Wonka Hat Popcorn Bucket

Hey, I love this one!

There’s something about the simplicity and its dual-use that makes it so endearing.

The Wonka hat is a signature, iconic part of Willy’s get-up. It’s only natural to incorporate it somehow.

Although this didn’t go viral or result in a social phenomenon, there is something magical about this design that lends me to give my stamp of approval.

Deadpool and Wolverine Popcorn Bucket

This perfectly captured the light-hardheartedness and voice of the franchise while poking fun at the Dune: Part 2 popcorn bucket. A one-two punch if you will.

On-brand, creative, and rich in social currency. This was a win for the movie and the marketers behind it.

Inside Out 2 Control Panel Popcorn Bucket

I’m 50/50 on this one. It’s cool and unique in theory, but is it something that the kids gotta have? I’m not sure.

However, I do like this one a little better than the memory orb version that also was released.

This is mostly because, aside from looking like a ball with an Inside Out 2 logo on it, the memory orb concept is something you’d have to see the movie to grasp.

Without more context, it just looks like a random ball full of popcorn.

Making it Pop

Souvenir popcorn buckets are a great marketing tactic that fans are eating up, so it’s safe to think they will be around for a while.

With the right design and campaign around it, studios can leverage this tactic to drive more awareness and ticket sales for upcoming releases.

Get creative. Listen to fans. And don’t get burnt with a lame bucket idea. The right one might make your box office sales pop.