Are viral new movie theater trends keeping butts in seats or driving audiences away?

Collage by Riley LeBlanc, Photographer

The red carpets aren’t just for Hollywood anymore; they're rolling out in local theaters, where movie watchers are increasingly treating opening night like a premiere of their own. 

Between pre-sale tickets, specialty screenings, and exclusive merchandise, a trip to the movies is becoming an event long before one reaches their seats. Even the classic paper popcorn buckets have gotten a makeover, featuring elaborate collectible designs aligned with the films they promote.

But beyond the glitz and glam of the increasingly elaborate moviegoing experience, a question begins to arise: at a time when theaters already have to compete with streaming services and high ticket prices, are the developing attractions of the theater bringing viewers back to the velvet seats, or making the couch sound more appealing?

“I feel like going to movies nowadays feels like something closer to what I imagine a concert experience was 30 or so years ago,” sophomore film and television production major Scott Wood said. “The prices for concerts then are sometimes the same for movies now, but then you could see a performance live and not on a screen.”

And much like a concert, the spectacle no longer ends with the movie on the screen. Audiences are increasingly encouraged to become part of the excitement, as well. 

“Movies are more of a special event than just a casual night out,” sophomore film and television production major Vanessa Roselli said. “Movie theaters have turned their films into a big spectacle, releasing merchandise like expensive but impractical popcorn buckets and drink cups as well as limited-time food items and encouraging things like dressing up in costumes to see the film.” 

Dressing up for movies is not a new development; the internet's heart has been warmed by videos of fathers dressing up as princesses with their young daughters, or entire theaters decorated pink in support of the release of Greta Gerwig’s billion dollar hit, “Barbie.” 

“Barbenheimer was the best event that has actually gotten me, but other than that I go see these films in theaters because I want to hear the sounds better and get to have my own reaction to it,” Roselli said. “Honestly, the spectacle of it all has made me want to go less. I want to go to the movies in my pajamas and a messy bun, not get stuck in the background of people’s costume photos and TikTok dances.”

The cinema experience overall is becoming increasingly more dependent on engaging with and pandering even to specific audiences. Merch goes beyond typical T-shirts and toys and gears toward engagement that starts right when one enters the theater: the popcorn buckets. Movies are increasingly creating more extensive designs for personalized popcorn buckets that, in the low range, can border on luxury. What started as a convenient container of a salty snack is becoming more of a collectible souvenir. 

“The fact that theaters released ‘The Odyssey’ and were able to sell a Trojan Horse popcorn bucket for $70 and sell out is absolutely crazy to me,” Roselli said.  

However, the excitement of community and respect for the art form can pull in some moviegoers to actually go into the theater, rather than waiting for streaming to release. 

“I know audiences go crazy during these [blockbusters], and I love experiencing those moments with large groups of people,” sophomore film and television production major Jaydin Alvarez said. “I think that is what also contributes to the overall experience of seeing a film. I think this trend is bringing people back into theaters, but pricing can and will affect that in the future. I love that people are coming to theaters more. So, the less expensive the tickets are, the more people will definitely show up.” 

When it comes down to it, going to the movies is no longer just about seeing the movie. As theaters compete with streaming, they are also selling something a couch cannot: the chance to be part of the excitement. The question audience members individually have to choose is if they want a ticket to the spectacle or just to the movie.