由 jpichiban Sun, 16 Feb 2025 14:00:01 GMT
在这篇文章中，AMCCNK关注你喜爱的股票创建免费账户2023年10月11日，洛杉矶AMC格罗夫影院举行的“泰勒·斯威夫特：时代之旅”演唱会电影全球首映礼上，爆米花桶亮相。瓦莱丽·梅肯 | 法新社 | 盖蒂图片社几十年来，爆米花一直是影院体验和影院盈利的支柱。如今，盛装它的容器也变得同样重要。就在三年前，AMC娱乐公司还不销售任何商品。去年，它通过销售新颖的爆米花桶、吸管杯和T恤衫，实现了约6500万美元的收入。AMC首席执行官亚当·阿伦表示：“这一切始于我们自己的电影《泰勒·斯威夫特：时代之旅》，该片于2023年10月上映，我们售出了数量惊人的爆米花桶。这促使我们几乎全年都在这样做……几乎每个月都有新品。”其他影院连锁品牌如Cinemark、Marcus、Regal和B&B影院也纷纷拥抱爆米花桶，利用这些特色商品推动零食销售，营造观看大片首映周末的紧迫感，并为影院体验增添价值。B&B影院传播与内容执行总监保罗·法恩斯沃思指出：“疫情后，我们意识到电影活动的策划从未像现在这样重要。我们认识到，那时对我们行业最大的打击是人们逐渐失去了去电影院的习惯。”好莱坞制作问题导致2024年上映影片减少，票房收入较2023年下降3.4%，至87.4亿美元。法恩斯沃思强调，独特的爆米花桶能为顾客的观影之旅增添价值，并创造可以带回家的记忆，无论是摆放在展示架上，还是在家庭电影之夜中重复使用。“这对盈利非常有利，”他说，“对我们来说，最大的价值在于人们进来后能带走这些有趣的东西，并在影院里拍照留念。这其中蕴含着巨大的价值。”对Cinemark而言，这一理念的验证来自于2023年《惊声尖叫6》的上映。Cinemark的《惊声尖叫6》鬼脸爆米花桶。Cinemark“我们制作了一个《惊声尖叫》爆米花桶，结果完全出乎我们的意料，”Cinemark首席执行官肖恩·甘布尔说，“这东西反响热烈，我们立刻售罄，之后基本上是在网上卖给人们。”不仅仅是电影院零食纪念性爆米花桶长期以来一直是主题公园商品的一部分，推动了迪士尼和环球影城等公司在国内外市场的收入。然而，美国电影院对这一趋势的接受较晚。营销和商品公司Zinc十多年来一直在国际上设计和制造品牌爆米花桶和吸管杯，但直到2016年才将注意力转向美国市场。“影院最初犹豫不决，因为这些杯子不适合放在杯架上，”Zinc集团业务发展副总裁罗德·梅森说，该公司是高端爆米花市场的主要参与者之一。2019年，随着为《星球大战：天行者崛起》制作的R2-D2爆米花桶的出现，情况发生了变化，梅森表示。“AMC大胆尝试了，”他解释道，“他们订购了数万件，以极高的价格在三四天内售罄。之前从未有过这样的先例，于是大家意识到，‘好吧，这行得通。’”为纪念《星球大战：幽灵的威胁》25周年重映，这款机器人爆米花桶的改良版再次推出。爆米花桶和饮料杯组合售价49.99美元。然而，这一细分市场的真正转折点出现在近五年后，即去年三月上映的《沙丘2》所推出的如今声名狼藉的爆米花桶。该桶模仿了电影中的沙虫形象，却引发了与成人用品的不雅联想。“其魅力在于……” of the ‘Dune’ bucket was it just wasn’t intended to be viral,” Mason said.The $24.99 bucket sold out and found momentum on secondary markets. Receipts from eBay show these popcorn buckets sold for between $50 and $210 apiece on the reseller site.”The popularity of the popcorn buckets on social media combined with the perception of limited supply of the popcorn buckets leads to a feeling of ‘fear of missing out’ among consumers who are driven to buy the buckets when [they] see them available,” said Lindsay Brookshier, content director at online Disney guide MickeyVist.com.The “Dune” bucket inspired “Deadpool & Wolverine” actor and producer Ryan Reynolds to design a cheeky popcorn bucket for the release of his film.”Years from now they will look back at 2024 as when the War of the Popcorn Buckets began,” Reynolds wrote on X to promote the concession container, which was shaped like Wolverine’s head with its mouth wide open to house the popcorn. The “Deadpool & Wolverine” popcorn bucket is seen during 2024 Comic-Con International on July 25, 2024 in San Diego, California.Matt Winkelmeyer | Getty Images Entertainment | Getty ImagesThe $29.99 bucket was exclusively available at AMC and was released the same weekend as San Diego Comic-Con and the “Deadpool & Wolverine” film release.More unique popcorn buckets to comeStudios and theaters have been more proactive about working with companies like Zinc to create unique popcorn buckets for moviegoers.”It’s a very competitive business,” said Mason. “Everyone is trying to outdo, and not just the companies like us, but also the companies that are buying it. They’re trying to make sure that they have the coolest item … that competition has been magnified over the last 12 months because there’s so many eyes on this segment of the business.”Cinemark’s Colosseum shaped popcorn bucket for Paramount’s “Gladiator II.”And the movie industry is about to have an influx of blockbuster titles now that production delays from the pandemic and dual Hollywood strikes are in the rearview mirror.Following “Captain America: Brave New World,” which debuted Friday, the 2025 calendar has “Thunderbolts*,” ” Mission: Impossible: The Final Reckoning,” “How to Train Your Dragon,” “Jurassic World Rebirth,” “Superman,” “Fantastic Four: First Steps,” “Wicked: For Good,” “Zootopia 2,” and “Avatar: Fire and Ash.”And 2026 has equally promising tie-ins for popcorn buckets with a “Super Mario Bros.” sequel, “Avengers: Doomsday,” “The Mandalorian and Grogu,” “Toy Story 5,” “Supergirl: Woman of Tomorrow,” “Minions 3,” “Hunger Games: Sunrise on the Reaping,” “Ice Age 6” and “Shrek 5.””We’ve missed out on a couple,” B&B’s Farnsworth said. “We didn’t have that crazy ‘Dune’ one. But that was kind of one of the hinge points for us. It was like, ‘Alright, we really have to pay attention.'”B&B, the fifth-largest cinema chain in America with 58 locations, still has to be very intentional about which products it offers and how many it purchases. Films like “Wicked,” with a massive built-in audience craving merchandise, are a safer bet. But theaters have a very short window to sell the specialty items.”Unlike our normal popcorn bags, which are evergreen, if you don’t sell the [product], you’re probably not going to sell them a month after the movie,” Farnsworth said.Meanwhile, AMC is investing more heavily.”One of the big things that we’re doing in 2025 is we’re significantly increasing the quantities,” Aron said, noting that AMC was already placing orders for 100,000 units or more. “We’re buying, because there’s no need for us to sell out on opening day. There’s plenty of people coming to see that movie for weeks and weeks.”Disclosure: Comcast is the parent company of NBCUniversal and CNBC.
原文链接：https://www.cnbc.com/2025/02/16/popcorn-buckets-big-business-for-movie-theaters.html