Ever since the ’50s, when the motion-picture industry felt existentially threatened by the rise of television (much as forces within it today feel existentially threatened by the rise of stre…
Ever since the ’50s, when the motion-picture industry felt existentially threatened by the rise of television , the movies have found ways to entice people into theaters with added benefits. 3D was the original P.T. Barnum attraction , and the return of 3D in the mid-2000s — it rose up from the dead as improbably as the beast in a “Creature From the Black Lagoon” sequel — was a sign of the tremors of economic anxiety that were starting to rumble through the industry.
Yet through it all, one timeless enhancement has remained as intrinsic to the moviegoing experience as the movie itself. And that’s the ritual of buying, and eating, concessions. Just think of the wordis mythological — at once classic and quaint and quintessential, like hot dogs and brew at a baseball game.
So what’s going to happen to all those yummy, greasy, crunchy, Jujyfruity snacks when people go to the movies during the age of coronavirus? I feel like that’s a question that isn’t really being asked, at least not very prominently, because in the grand scheme of the pandemic it seems far too trivial. Yet when it comes to how, exactly, we handle the reopening of, there’s a contradiction — call it the Popcorn Conundrum — that concessions are at the very heart of.
Movie theaters famously depend upon concessions for a healthy portion of their revenues. About 40 percent of their total profit comes from concessions, and that’s partly because theaters take in 85 cents from every dollar spent on movie food. Without those snacks, they’re in a much more meager business.
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