Concessions play a crucial role in supporting a theater’s financial performance. In fact, studies show that anywhere from 40-85% of movie theater profits can be attributed to concessions alone! Unlike movie ticket sales where a large portion of ticket revenue (roughly 50%) is distributed to the filmmaker, theaters are able to keep above 80% of concession sales revenue. As a result, theaters do their best to emphasize the concession stand and influence movie viewers to purchase drinks and snacks for their movie experience. Tactics involve positioning concession stands at the entrance, illuminating the menu and snack offerings with bright lights, and playing flashy videos of soda and popcorn on TV screens. Considering how important concessions are to the theater itself, we wanted to explore what movie-goers thought of the concession stand. Are concessions just as important to the theater as they are to movie audiences?
As Penn students and members of the West Philadelphia community, we selected our theater of focus to be the Cinemark University City theater. We conducted short interviews with a variety of evening movie-goers and recorded responses from both Penn students and West Philadelphia neighborhood residents. For each respondent, we asked a series of questions to determine if they noticed the concession stand, whether they normally purchase concessions, how important they perceived concessions to be to the movie viewing experience, and if they believed the price of concessions to deter their purchasing decision. Below, we have consolidated a few of their responses and insights.
West Philadelphia Residents
- Our first respondent was a West Philly mother who came to the movie theaters with her child who looked to be in first or second grade.
- She normally does not purchase any concessions to eat during movies, but purchased a snack pack for her kid that evening.
- Although she believes concession prices are expensive and does not eat snacks during movies herself, she rated concessions an 8 out of 10 for importance to the movie-going experience.
- Couple
- This couple usually goes to another Cinemark to watch movies, but happened to be in the University City area.
- They believe that concessions at movie theaters are “way too expensive” but still believe that concessions are essential to the movie experience and rated them a 10/10.
- Their favorite movie concessions are burger and fries, hot dogs, nachos, and alcoholic drinks—none of which are currently served at the University City Cinemark, which may be a reason why they usually frequent another theater.
- Couple
- They usually purchase concessions during movies and their go-to concessions are snacks and candy.
- They rated concessions a 5/10 for importance and noted that the University City Cinemark concession stand is not set up as well as other theaters and lacks variety in product offerings.
- As a result, they believe movie-goers to the UCity Cinemark would be better off eating before watching a movie.
- Couple
- This couple did not purchase snacks when watching their movie and commented that the concessions stand was very expensive and needed a better selection of offerings.
- Their usual movie concession is a hot dog.
- Friends
- This pair of friends did not buy snacks when watching their movie, however, one friend commented that she used to buy snacks when she took her kids to the movies.
- They did not see a need to purchase concessions and believed that eating during a movie detracted from the viewing experience because it was a distraction.
- Couple
- This couple did not buy snacks in this occasion, but said the occasionally do buy snacks in the movie theater.
- They each rated the concession stand’s importance as 4/10 and 7/10.
- Family (Parents with daughter)
- This family bought snacks at the concession stand that consisted of popcorn, nachos, and drinks.
- They rated the concession stand’s importance as a 10/10 stating that “it makes the movie better”
- The father believes the concession stand’s prices are fair because “the movie theater has to pay their employees”.
- However, the mother stated they only buy from the concession stand because the theater checks their bags and if not, they would be bringing in their own snacks.
- Single moviegoer
- Did not buy any snacks and rated the importance of of the concession stand as a 0/10.
- This moviegoer said they do not like eating while watching movies.
- Cinemark Employee
- This movie theater employee said they usually buy snacks at the concession stand because theater don’t allow outside snacks.
- This employee rated snacks importance as part of the moviegoing experience a 6/10.
- They usually purchase popcorn, slurpees, chocolate, candy, and water.
- They stated that they believe the snacks are expensive and price definitely influences whether or not they decide to buy snacks at the concession stand.
- Cinemark Employee
- This employee stated that whether they purchase snacks or not depends on the length of the movie. They only purchase snacks for very long films (~3+ hours).
- If they’re viewing a long film, they will usually buy candy (like cookie dough bites and Reeses).
- They argue it is easier to justify paying a price premium on the snack for the longer films.
- Rated snacks’ importance a 5/10.
- Single moviegoer
- Bought 2 bags of popcorn, soda, and water. He stated he usually buys popcorn because it is “essential”.
- This moviegoer rated the importance of snacks as a 7/10.
- He stated that “having a popcorn is always a good feeling, but not necessary”, and that price “absolutely dissuades” him from buying on occasion.
- Pair of friends around their 60s
- These two women did not buy snacks and rated the importance of snacks for the moviegoing experience as a 1/10. They stated they look at the film as “entertainment in itself”, and having a meal as a “completely different form of enjoyment”.
- They stated that if they were to attend the movies with their families, they would buy snacks because it is “fun for the kids”.
- Penn Alum (22 year old male)
- This 22 year old does not buy snacks at the movies because they’re unhealthy.
- He rated snacks’ importance a 6/10, and stated that the price of concessions do not deter from purchasing.
- Even though he usually does not buy snacks, when he does he buys popcorn.
- Penn Student (21 year old female)
- This Penn student recounted she used to buy ice cream every time she went to the movies when she was younger.
- She rated snacks’ importance a 6/10, and stated that the price of concessions do not deter from purchasing.
- She think popcorn is the most classic snack, but prefers ice cream due to her sweet tooth.
- Penn Student (21 year old male)
- He did not buy snacks and usually does not buy snacks because he goes to the theater “for the movie”, and usually does not have time to buy snacks because he arrives to the theater “right before the film begins”.
- He also said he assumed the movie theater snacks were too expensive.
- He believes snacks are a distraction and rated their importance a 0/10.
- He believes popcorn and icee are the most iconic snacks, and would not sneak in any snacks.
- Penn student (20 year old male)
- He always buys snacks for movies (especially when he goes with his parents), and rated their importance as an 8/10.
- He believes the best movie snacks are m&ms, popcorn, and twizzerls.
- He stated that “munching on something defines the movie experience”. Once, he was watching A Quiet Place where there were many silent scenes and to not disturb the audience he dumped the popcorn on the table to not have to deal with the popcorn package.
- He says he doesn’t “absolutely need snacks if the film is good enough”.
- Penn student (21 year old female)
- She bought Sour Patch Kids and attended the movie with friends where everyone bought something different to share throughout the film because they went with the “intent to watch together, as a communal activity”. Her other friends bought Bunch a Crunch chocolate and milk duds.
- She said she usually buys snacks because she usually attends films with friends and buys snacks because she believes it makes it more of a communal experience.
- She said that theoretically, if she were to go alone she would probably not buy snacks, and rated snacks’ importance a 6/10.
- She believes overall snacks do make the movie experience more complete.
- She stated that when she goes to the movies with her parents, they will usually sneak snacks in because her parents believe the concession stand prices are too high.
- Penn student (19 year old female)
- Today, she bought popcorn and water, and she usually buys snacks from the concession stand.
- She rated snacks’ importance an 8/10 and stated that her moviegoing experience feels more complete with snacks.
- She usually purchases food from the concession stand and doesn’t plan on sneaking snacks in, but does think that the concession stand snacks are usually overpriced, but is willing to overlook this because she enjoys the act of eating popcorn during the movies.
Findings
Among movie-goers interviewed, the average rating of importance for concessions was a 6/10.
Although the general consensus is that concessions are wildly overpriced, the majority of movie-goers would still purchase concessions at the theaters and believe that it is a very important component of the movie experience. Purchasing concessions and snacking during movies are activities that are deeply ingrained within the movie-viewing experience, revealing that concessions are just as important to audience members as they are to movie theaters.
