In recent years, movie popcorn buckets have evolved from simple snack containers into some of the most sought-after collectible merchandise at cinemas. For the release of "The Odyssey," special popcorn buckets were launched, featuring designs of the Trojan Horse and an IMAX camera. Notably, the IMAX camera version marked IMAX's inaugural venture into the movie merchandise market, selling out in just 90 minutes after its release, prompting the company to even import additional stock from China to meet demand.
IMAX CEO Richard Gelfond stated that this initiative surpassed all previous company attempts, demonstrating the immense potential within the fan merchandise market. Nels Storm, AMC's Vice President of Food and Beverage, described the phenomenon as "a vessel for the future of the moviegoing experience. These are tangible movie memories, like concert T-shirts for our industry."
The craze also extended to "Spider-Man: Brand New Day," with AMC's Spider-Man head-shaped popcorn bucket, priced at $34.99, quickly selling out on its official website. AMC revealed that its global merchandise revenue reached $80 million in 2025 and is projected to exceed $100 million in 2026, highlighting theaters' increasing reliance on concessions and collectibles as they only receive a portion of box office earnings.
However, the limited-edition designs have also fueled a scalping problem. The "The Odyssey" Trojan Horse popcorn bucket, originally priced at $69.99, has been resold on eBay for as much as $165, while the "Spider-Man" version has seen asking prices of $110. To ensure genuine moviegoers have access, Regal even implemented a strict one-per-person purchase limit for the first time. Theater operators also confirmed that some designs require direct approval from the film's creators, and they plan to continue pushing the boundaries of bolder designs in the future, especially if the aesthetics resonate with the story and offer interactive elements.
via： Variety