History of Popcorn at the Movies

Casey: Popcorn!

Ghostface: You're making popcorn? I only eat popcorn at the movies.

-Scream (Opening scene), 1996

            Popcorn and movie theaters had a love/hate relationship for many years before the buttery treat was adopted as the #1 movie snack. Take a trip back with Aksarben Cinema now as we explore the exciting and unusual history of movie popcorn.

The Silent Era of Popcorn

Originally movie theaters didn’t want popcorn because they were trying to duplicate the atmosphere of performance theatres. Movie theater owners were attempting to reach wealthy, sophisticated patrons. They considered popcorn a form of distraction while guests saw their movies, so it was not allowed. Think back to the 1920s and consider how loud the crunching of popcorn was versus the silent films. Audiences wanted to appreciate the silent comedy of Charlie Chaplin, not be deafened by aggressive eaters. It makes sense and does not mix well.

A Michael Bay blockbuster and delicious popcorn, however, go together like peanut butter and jelly or peas and carrots. Talking films made popcorn a more manageable snack at the movies, but it took some time still before it was wholly adopted by theaters.

Diversity Welcomes Popcorn

            The change began in 1927 when theaters opened their doors to a larger clientele which included illiterate moviegoers. Those individuals previously struggled at the movies because they couldn’t read the word-filled title cards. This change in film brought about a rise in viewership at these facilities originally reserved for highbrow audiences.

With viewership came a need for more inexpensive snack options. Popcorn fit that bill for people deep into The Great Depression because it was cheap at 5 to 10 cents a bag. Unfortunately for theater owners, their businesses weren’t equipped to handle popcorn machines so street vendors sold outside of the theaters, fulfilling impoverished people’s needs.

World War II, Sugar Treats, and the Microwave Oven

            Eventually vendors were allowed inside to sell their product, but only if they paid a daily fee. You may not know that movie theaters, although successful, might have failed if not for their eventual embrace of the kernel poppin’ snacks. The movie business could have been finished if not for popcorn!

            This profitable discovery brought about a resurgence of movie theaters and began an American love affair with the crunchy concession. Surprisingly, World War II also had a hand in the massive popularity of popcorn. Candy and soda companies were suffering due to sugar shortages and popcorn companies stepped in to fill a void. Popcorn was soon enough the definitive movie theater snack with more than 50% of consumption happening in front of the big screen.

            This inexorable amount of business encouraged owners to use advertising to entice viewer taste buds. Some may remember the most famous video ad campaign “Let’s All Go to the Lobby” which premiered in 1957.

http://www.youtube.com/watch?v=n9QAPch2o6Q

The industry hasn’t always been poppin’ since the 1950s though. When TV was introduced, the need for movie theaters decreased along with popcorn sales. Luckily this fall was brief and the buttery confection rose from the grave in the 1970s when more family homes featured the microwave oven.

So regardless if popcorn is eaten at home or at the theater, it’s a staple for concessions lovers and theater audiences. Join us at Aksarben Cinema for a bag of popcorn and some other sweet treats!