November 5, 2021
AMC Theatres announced plans to sell branded popcorn and other concessions at pop-up kiosks, stores and counters outside its normal theatrical footprint locations.
The retail gourmet popcorn business is currently a $2 billion annual market, according to industry estimates.
“AMC Theatres Perfectly Popcorn” will be sold to consumers pre-made or in microwave packages at select retail locations, including shopping malls, grocery stores, and convenience stores beginning in 2022. Additional retail products include movie-themed candy, Coke items and bottled water.
“The announcement … is so natural and logical, one wonders why the idea has not been tried before,” CEO Adam Aron said in a statement, adding the exhibitor currently pops about 50 tons of popcorn per day.
“With this new AMC initiative, we expect to reach entirely new segments of the U.S. population,” he said. “This is an opportunity to diversify our business and to create a new revenue stream for our company.”