Cinemark and Lowe's Bet Big on Viral Popcorn Bucket Bonanza

PLANO, TX – January 02, 2026 – Get your buckets ready. Cinemark is doubling down on its wildly successful National Popcorn Day promotion, expanding the fan-favorite 'Bring Your Own Bucket' event to two full days and teaming up with an unexpected partner: home improvement giant Lowe's. On January 18 and 19, moviegoers and popcorn aficionados can bring their own container to any of Cinemark's more than 300 U.S. theaters and fill it with up to 400 ounces of popcorn for just $5.

The move builds upon the viral sensation of last year's event, which saw social media flooded with images of customers filling everything from cooking pots to toy wagons with the cinema chain's signature snack. This year, the partnership with Lowe's aims to take the spectacle to a new level, blending the magic of the movies with the utility of a hardware store staple.

An Unlikely Alliance Forged on Social Media

The collaboration between a leading theatrical exhibitor and a home improvement retailer marks a creative leap in cross-promotional marketing. According to the companies, the partnership was born from a "cinematic meet-cute on social media" during the inaugural 2025 event, where many participants instinctively reached for the iconic blue Lowe's 5-gallon bucket. Now, that organic consumer choice has become a cornerstone of the 2026 promotion.

Guests who arrive with a Lowe's bucket will receive a significant perk: they are exempt from the 400-ounce limit and can have the entire 5-gallon container—which holds approximately 650 ounces of popcorn—filled for the same $5 price. To sweeten the deal, these participants will also receive a coupon for a future popcorn purchase, valid through most of February. To address any hygiene concerns, the theater chain will provide food-grade bucket liners upon request.

"Helpfulness is at the heart of the Lowe’s brand, and it shows up in the everyday moments customers share with family and friends — even a night at the movies,” said Jen Wilson, senior vice president and chief marketing officer at Lowe’s. “Our iconic blue bucket brings utility and delight wherever it goes, including the theater. Teaming up with Cinemark is a fun, simple way to give families even more value from something they already rely on throughout the year.”

This strategic alliance serves both brands. For Cinemark, it adds a new, headline-grabbing element to an already popular event. For Lowe's, it places their signature product directly into a fun, family-oriented entertainment experience, generating significant brand visibility far outside the aisles of a home improvement store.

Building on Viral Success and Boosting the Bottom Line

The decision to expand the event was fueled by the "unforgettable" success of the 2025 promotion. "Last year’s Bring Your Own Bucket event for National Popcorn Day reimagined what this holiday could be for all movie-popcorn lovers, as people showed incredible creativity with their vessels," said Wanda Gierhart Fearing, Cinemark Chief Marketing and Content Officer.

Last year's event saw participants showcase their ingenuity with containers ranging from the practical, like large mixing bowls, to the outlandish, including Call of Duty care packages, hollowed-out basketballs, and even, reportedly, decorative urns. The shareable nature of these moments created a powerful, user-generated marketing campaign for the theater chain.

Beyond the viral buzz, the promotion is a savvy business strategy. Concessions are a critical, high-margin revenue stream for movie theaters. Events like this drive significant foot traffic to the concession stand, even from customers not purchasing a movie ticket. Last year, Cinemark sold nearly 5 billion ounces of popcorn, a testament to its central role in the cinema experience.

“At Cinemark, popcorn is more than just a snack, it is the star of the show,” said David Haywood, Cinemark SVP of Food and Beverage. “We start with the highest-quality kernels and pop them to perfection for that irresistible crunch and flavor." By turning the simple act of buying popcorn into a large-scale, affordable event, Cinemark not only boosts immediate sales but also reinforces the unique value and fun of the in-theater experience.

More Than Just Buckets: A Full-Scale Celebration

While the buckets are the main attraction, Cinemark has built a multi-faceted campaign around National Popcorn Day to maximize engagement. For those who don't wish to bring their own container, all sizes of regular popcorn will also be available for $5 during the two-day event.

The celebration extends into the digital realm with several promotions. An online kernel-catching game at the company's website offers players the chance to win free popcorn for a year. On January 19, an Instagram sweepstakes will award a free large popcorn to a lucky winner. For members of its Movie Rewards loyalty program, Cinemark is running a separate sweepstakes for 10,000 points, which can be redeemed for movie tickets and snacks. The company is also offering a 10 percent discount on all online gift card purchases during the event.

This consumer-focused approach positions the event as a 'Bucket List' experience, making the movies more accessible and fun. The low price point and the sheer volume of popcorn offer undeniable value, appealing to families and budget-conscious consumers looking for unique entertainment. The campaign cleverly gamifies the experience, encouraging social sharing and fostering a sense of community among movie fans.

Operational Hurdles and the Competitive Landscape

While the promotion is a clear win for marketing, it presents significant logistical challenges. Reports from the 2025 event highlighted the immense pressure on concession staff, who struggled to keep pace with the relentless demand and the awkwardness of filling an array of unconventional containers. Some employees described the day as a "nightmare" of overflowing lines and constantly running popcorn machines.

By extending the event to two days, Cinemark may be attempting to distribute the customer load and ease the operational strain. The availability of bucket liners and a clear policy on container size (for non-Lowe's buckets) are also measures aimed at streamlining the process. However, the success of the event will ultimately depend on robust staffing and preparation to avoid long waits and maintain a positive customer experience.

In the broader industry, other cinema chains are also vying for customer attention on National Popcorn Day. Marcus Theatres is offering a free large popcorn to ticket holders, while Regal Cinemas is giving away free popcorn to customers who arrive in costume. These promotions, while valuable, differ from Cinemark's strategy. Rather than simply giving away a standard product, Cinemark has created a participatory event that generates its own spectacle, relying on customer creativity and social media to amplify its message far beyond what a typical discount could achieve.

The campaign underscores a larger trend in the entertainment industry: the need to create unique, value-driven, and shareable experiences that draw people away from their streaming queues and back into communal public spaces. With its partnership with Lowe's, Cinemark is betting that a five-gallon bucket of popcorn is an offer that's simply too big—and too fun—to refuse.