06/01/2022
How popcorn became the iconic movie night treat?
Between 1920 and 1930, an initial wave of 20,000 movie theaters opened across America, with attendance reaching 25 million weekly movie-goers in 1925. Enterprising snack vendors took note: Those who normally camped out at sporting events or festivals began to set up shop outside of movie theaters, drawing the ire of the venues’ owners. In an effort to avoid sticky, greasy spills, most theaters banned snacks and soda outright.
But this ban would soon be overturned. In the late 1920s, sound—dialogue, music, and sound effects—came to the movies, and the industry experienced an enormous boom. Weekly movie-going soared to 90 million people in 1930, ushering in the Golden Age of cinema, thanks in part to the fact that illiterate Americans could finally enjoy movies, too. Unfortunately, the shift to sound caused growing pains for the industry.
Pressure mounted as the Great Depression set in. As millions of Americans lost any sense of financial security, popcorn became their go-to “affordable luxury” at 10 cents per bag, writes Smith. Desperate to stay afloat, movie theaters finally caved and began renting portions of their lobbies to popcorn and snack vendors. Depression-era stories of wealth amassed through popcorn sales began to flourish.
Theaters eventually began to offer their own refreshments, marrying concessions and movie tickets once and for all. They were even willing to take losses on tickets to boost attendance, encouraging guests to spend their money on the more profitable concessions. That legacy continues today: Theaters sell popcorn at a markup between 800 and 1,500 percent, since distributors claim a substantial cut of ticket sales. As popcorn became a fixture in movie theater lobbies, its aroma became inextricably tied to the movies.
Interesting, isn't it? If you want to know more, please read a wonderful book Popped Culture: A Social History of Popcorn in America by Andrew Smith.
🌽We have a wonderful retro popcorn cart for renting on your movie night event! A lot of hot and crispy popcorn with 4 condiments on your choice! Make it real!