SnapCo CEO Reveals How Popcorn Buckets Became Big Business for Movie Theaters

SnapCo CEO Bill Howard Talks the Rise of Popcorn Buckets and Movie Merchandise Trends

When it comes to spending more than two hours in a movie theater, audiences are looking for more than just a good story. They want an experience. That experience can include exceptional sound, immersive visuals, recognizable stars, familiar franchises, and, of course, plenty of snacks. Concessions have long been a cornerstone of the theatrical business, and nothing is more synonymous with moviegoing than popcorn and a soda. In recent years, however, studios and exhibitors have found new ways to elevate that experience.

Since gaining traction around 2019, souvenir popcorn buckets have become a staple at theaters worldwide. What started as a novelty has evolved into a major merchandising opportunity, with themed containers tied to blockbuster releases often selling out quickly and becoming collector’s items.

SnapCo CEO Bill Howard recently spoke with FlickDirect about the growth of movie merchandise, evolving trends, and the company’s role in shaping the modern concession experience. Founded more than 30 years ago, SnapCo partners with major studios to design and produce themed promotional items sold at theaters globally.

Howard explained that development for these products begins 15 to 18 months before a film’s release. Each item goes through multiple stages, including concept design, prototyping, mold creation, and color matching, before reaching mass production. While popcorn buckets remain the most recognizable item, the product line extends to sippers, candy holders, and other collectible containers.

During the discussion, Howard demonstrated several examples, including a full-sized sword that doubles as a spill-resistant drink container. Another standout was a Greyskull castle design featuring compartments for popcorn, candy, and a beverage integrated into one of the structure’s towers. Over the years, these products have evolved to include added features such as lighting, sound effects, and moving components.

As for the future, Howard does not see demand slowing down. In fact, he noted that some items sell out almost instantly and quickly become highly sought-after collectibles. With continued innovation and strong audience demand, theatrical merchandise has grown into a significant revenue stream for studios and exhibitors alike.

For today’s audiences, the moviegoing experience extends beyond the screen. These collectible items not only enhance the visit but also provide a lasting reminder of the films and moments that brought people to the theater in the first place.