For decades, popcorn has been a staple of the movie theater experience and exhibitors’ bottom lines. Now, the receptacle it comes in is becoming just as important. As recently as three years ago ...

As recently as three years ago, AMC Entertainment didn't sell any merchandise. Last year it hawked novelty popcorn buckets, drink sippers and T-shirts to the tune of about $65 million in revenue.

Specialty items like the "Dune: Part Two" popcorn bucket drive concession purchases and create a sense of urgency to see big movies on opening weekend.