Why Are Moviegoers So Obsessed With 25 Dollar Popcorn Buckets Anyway? A Marketing Expert Speaks Out

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Attending movies can be a pricey outing, considering both ticket costs and snacks for consumption. Post-pandemic, cinemas have been brainstorming strategies to attract patrons, and following the widely recognized “Dune” popcorn bucket, popular films have begun offering exclusive buckets as another collectible addition. However, one may wonder, what is it about these popcorn containers that captures our attention so much?

According to Northeastern Global News, marketing professor Chad O’Connor and communications professor Steve Granelli from Northeastern University share their thoughts on why popcorn buckets have been so effective as marketing tools for cinemas. Granelli suggests that the appeal of popcorn buckets is rooted in the collective culture associated with certain movie franchises. In terms of how these containers are perceived by collectors, both big and small, here’s what he had to express:

Showing off their enthusiasm as collectors, fans could proudly exhibit that they attended the event, splurged on a special popcorn bucket, and still own it today, thus underscoring their devoted fandom status.

In the realm of Marvel, you can discover a variety of collectibles ranging from the Tesseract to a reproduction of Captain America’s shattered shield, priced at an impressive $400. There’s something for every enthusiast. Generally speaking, these items typically cost between $20 and $35, so they aren’t as expensive as you might think. Interestingly, the decision to purchase any collectible, not just these specific ones, is influenced by traditional consumer psychology, as suggested by O’Connor. He expounds on this idea by stating:

By creating items that many consider unique and valuable, the perceived worth often skyrockets, significantly influencing the pricing dynamics.

I’ve found myself captivated by the clever marketing strategy behind the allure of popcorn buckets, as both Granelli and O’Connor point out. The limited edition nature of these collectible containers is what makes them so enticing. For instance, the Colosseum-shaped bucket for Gladiator II was exclusively available at Cinemark theaters, while a helmet-style one could only be found at Regal. This encourages moviegoers like me to visit different cinemas in pursuit of the buckets that complete their collection. Similarly, the popcorn bucket for Sonic 3 featured a character not previously showcased in the film’s marketing campaign, adding an extra layer of excitement and uniqueness to each purchase.

In both scenarios, having a unique prop like a special bucket enhances the overall cinematic experience beyond just watching the film itself. O’Connor refers to this as an effort to motivate viewers to step away from their sofas. With the pandemic keeping many at home, opting for streaming releases became popular. However, theaters must provide something extra to entice people to attend, and obtaining this bucket is one such incentive. You can only get it by watching the movie in a theater or competing for a decent price with resellers and scalpers if you want it for your collection.

Acknowledging that it deserves recognition, it’s indeed functioning well. Admittedly, I’ve been drawn to purchase a popcorn bucket primarily because of its attractive design. The one launched for the movie Nosferatu was particularly cool, and I regret not grabbing one when I had the opportunity.

Grown-up movie enthusiasts such as myself, who were kids during the Happy Meal era of trinkets and collectibles, find this type of marketing revival quite appealing, and some might even say they’re fully hooked by it. Frankly, I can’t help but be intrigued by the insight into the strategic decisions made in marketing items like popcorn buckets.

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2025-01-21 16:37