Bill Howard recently spent an hour and a half alone on the Universal Pictures studio lot, reviewing a single paper script for an upcoming movie under strict confidentiality. After surrendering his cellphone and signing a nondisclosure agreement, Howard carefully considered how he could apply his specialized skills to a unique niche within the film industry: designing collectible concession containers.

Howard is not a typical Hollywood creative such as an actor, cinematographer, or visual effects artist. Instead, he focuses on creating themed popcorn buckets that are distributed at movie theaters. These limited-edition concession vessels, often tied to major film releases, have emerged as unexpected commercial successes. Some of these buckets can command resale prices as high as $70, reflecting their popularity among collectors and movie fans alike.

The trend has drawn significant attention from studios and theater chains, who view these collectible buckets as a lucrative new revenue stream. AMC Theatres projects that concession containers will generate approximately $100 million in sales this year. The appeal of these items extends beyond the traditional snack service, as fans appreciate them as memorabilia that celebrates popular titles.

One example is a Trojan horse-themed popcorn bucket available to audiences attending screenings of “The Odyssey,” though these limited units are reportedly close to selling out. The phenomenon illustrates a broader shift in concession marketing, where studios leverage detailed, movie-related merchandise to enhance customer engagement and drive additional income through collectible food packaging.

This development highlights how movie theaters and studios are innovating to attract patrons and create ancillary revenue sources in a competitive entertainment landscape increasingly dominated by digital streaming options. By combining the experience of cinema with collectible merchandise, concession buckets have carved out a niche that benefits both fans and the industry alike.