The Lobby Beckons: 8 Insights Into Movie Theater Snacks

Movie theaters have faced a challenging year. With restrictions due to the pandemic and general hesitation about attending large indoor events, multiplexes are no longer the cultural cornerstone they once were.

But as vaccination rates rise, so does hope. Box office sales are on the up, and it won’t be long before moviegoers are once again enjoying summer blockbusters with snacks in hand. After all, expensive theater concessions are responsible for about 40 percent of a theater's revenue. (Ticket proceeds are shared with film studios.) Whether you're eager to head back to the theater or prefer to wait a little longer, here are some fascinating facts about the concession industry.

1. Initially, movie theaters prohibited snacks.

When the first films began to be shown on screens in the 1920s, movie theaters adopted a universal policy: No food. Theater managers treated their venues similarly to live theater, maintaining an atmosphere of reverence. The noise of chewing and slurping was considered impolite. Worse still, popcorn and other snacks would inevitably spill, ruining the theaters' beautifully decorated carpeted floors. However, as silent films transitioned into “talkies,” the addition of sound muffled the noise of eating, and many theaters began relaxing these restrictions.

2. The sale of movie theater snacks was initially handled by vendors outside the theaters.

Though the introduction of talkies led to a more relaxed attitude toward food in cinemas, movie theaters were still not set up to provide a variety of snacks. Theater owners preferred to make deals with popcorn vendors who typically waited outside, selling bags of fresh popcorn to arriving moviegoers. The theater charged them a daily fee, and these vendors were free to sell their snacks to both ticket holders and passersby. Additionally, theater owners allowed candy vendors to place machines in their lobbies.

Over time, theater managers grew more savvy and invested in their own popcorn machines. The best part was the irresistible aroma of freshly popped popcorn that filled the lobby—turning it into the perfect sales pitch for snack-hungry moviegoers.

3. Movie theater snacks may have been the lifeline that saved cinemas.

During the Great Depression, as disposable income dwindled and entertainment budgets tightened, many theaters shut down in the 1930s. However, those that began offering snacks like popcorn seemed to endure. At just 10 cents a bag, popcorn was affordable for moviegoers, and the profits from these snacks kept theaters afloat. (Milk Duds, another affordable snack introduced in 1926, cost only 5 cents.) Before long, the pairing of movies and snacks became a popular tradition. By 1945, theaters were responsible for consuming 40 percent of all the popcorn in the U.S., and with wartime sugar shortages, popcorn became the snack of choice.

4. The history of “Let’s All Go to the Lobby” is shrouded in mystery.

If you’ve ever attended a movie, you’ve likely seen the iconic “Let’s All Go to the Lobby” animation, featuring animated popcorn boxes and candy encouraging viewers to visit the concession stand, set to the tune of “For He’s a Jolly Good Fellow.” This quirky short film, known as a snipe, was created to remind or warn theatergoers about behavior, such as talking. The animated short was produced by animator Dave Fleischer (Popeye) through Filmack, and released in 1957. It has since gained nostalgic popularity. However, due to the destruction of Filmack’s records, there is very little known about the film's production details or timeline.

5. The so-called movie theater butter isn’t actually butter.

Movie theater popcorn has a distinctive taste, and it’s not just because it’s made in a large popper. Many theaters pop their corn with coconut oil, which gives the snack its signature flavor and contributes 90 percent saturated fat. A key ingredient in the recipe is Flavacol, a powdered salt seasoning that gives the popcorn its yellowish buttery color and savory taste. However, the butter you see on top is far from real butter. It’s typically a mix made from soybean oil, beta carotene for color, tertiary butylhydroquinone for stability, and polydimethylsiloxane to prevent it from foaming. This faux butter mixture helps keep the popcorn crisp and prevents it from getting soggy.

6. E.T. sparked a frenzy for movie theater snacks.

Entering a movie theater often sparks a craving for snacks, but certain films can create a rush to the concession stand. When Steven Spielberg's 1982 film E.T. the Extra-Terrestrial hit the screens, it led to a surge in customers racing to grab Reese's Pieces after seeing the alien enjoy the candy. Hershey had agreed to feature their product after Mars, the maker of M&Ms, declined. At the time, Jack Dowd, Hershey’s vice president of new business development, gave the green light after ensuring E.T. wouldn't be depicted as an inappropriate extraterrestrial. To capitalize on the moment, Hershey set up displays in 800 theaters and offered free stickers and T-shirts to patrons purchasing the candy. As a result, sales soared by 70 percent just one month after the film’s release in June.

7. Moviegoers have been known to sneak in some pretty strange snacks.

Since cinemas first opened, moviegoers have always tried to smuggle in their own food. Back when theaters didn't offer much in the way of snacks, it made sense. However, most theaters frown upon this practice today because it cuts into their profits.

But there's another reason why theaters enforce the 'no outside food' rule, and it’s a simple one: Some food can be downright stinky. In 1992, Tom Kiefaber, then-owner of Baltimore’s famous Senator Theatre, shared with the Baltimore Sun that patrons had once smuggled in smelly fish sandwiches, an entire pizza, and a dozen steamed crabs, leaving their shells behind in the theater.

8. The markup on snacks is incredibly high.

Given how crucial snacks are to a movie theater’s earnings, it's no surprise that the mark-up can be shocking. For example, an $8 serving of popcorn might cost only around 90 cents in ingredients, resulting in a remarkable 800 percent return on investment (ROI). Similarly, a $6 soda could be made for less than $1 worth of syrup, water, and cups, yielding a 600 percent return. It’s clear why they can afford to offer free refills.