Cineplex Bets Big on Popcorn to Boost Post-Holiday Box Office

TORONTO, ON – January 12, 2026 – In a move to entice moviegoers back to the big screen during the typically quiet post-holiday season, Cineplex is expanding its National Popcorn Day celebration into a four-day blockbuster event. From January 16-19, the Canadian entertainment giant will offer a free small popcorn to members of its Scene+ loyalty program who purchase a movie ticket, a significant expansion of its annual tradition.

The promotion is being billed as the company’s “biggest National Popcorn Day celebration yet.” In a statement, Sara Moore, Chief Marketing Officer at Cineplex, highlighted the snack's deep connection to the cinematic experience. “Popcorn isn’t just a snack, it’s part of the ritual of going to the movies,” Moore said. “This year, we’re giving popcorn the spotlight it deserves.” This strategic giveaway, however, is about more than just celebrating a beloved snack; it represents a calculated effort to drive attendance, bolster high-margin concession sales, and reinforce the value of the in-theatre experience in an increasingly competitive market.

A Strategic Kernel of Growth

While a free bag of popcorn may seem like a simple giveaway, it is a key component of Cineplex's broader business strategy. The timing, in mid-January, is deliberate. This period often sees a dip in consumer spending and leisure activities following the holiday rush, making it a challenging time for exhibitors. By deploying a high-value offer, the company aims to create a compelling reason for audiences to leave their homes and visit a theatre.

Central to this strategy is the Scene+ loyalty program. With a staggering membership base exceeding 15 million Canadians, the program is a powerful tool for direct-to-consumer marketing. This promotion is designed not only to reward existing members but also to attract new sign-ups, expanding a valuable database that Cineplex leverages for targeted offers and communications. The free popcorn acts as a tangible, immediate reward that reinforces the value of program membership.

Furthermore, the promotion is a direct play to boost concession revenues, which are the lifeblood of theatre profitability. In 2024, Cineplex reported an all-time record for concession revenue per patron (CPP) at $9.47. This trend continued into 2025, with the second quarter setting another record at $10.04 per patron. These figures highlight a critical industry reality: while ticket sales are shared with studios, concession profits are largely retained by the exhibitor. By using a free small popcorn as a loss leader, Cineplex effectively draws customers to the concession stand, where they are likely to upgrade to a larger size, purchase drinks, or add other high-margin items to their order. The company's own data confirms popcorn was its top-selling snack in 2025, making it the perfect lure.

The Cultural Currency of Cinema Snacks

Beyond the financial calculus, Cineplex's extended celebration taps into the deep cultural and nostalgic significance of popcorn. The distinct aroma, the communal act of sharing a bag, and the sound of crunching kernels are sensory experiences inextricably linked to the magic of watching a film on the big screen. This promotion reinforces that unique ritual, something that at-home streaming services cannot replicate.

In recent years, Cineplex has successfully transformed the simple popcorn container into a coveted piece of merchandise, further cementing the snack's role in the overall movie event. In 2025, the company sold 30 different collectible popcorn bucket designs tied to major film releases. Tubs inspired by A Minecraft Movie, including a "Chicken Jockey" design that sold out on its opening weekend, accounted for a remarkable 22% of all bucket sales. Other popular collectibles included the colossal Galactus tub for The Fantastic Four—the largest ever produced by the company—and elaborate designs for Five Nights at Freddy’s 2 and Wicked: For Good.

This trend demonstrates a savvy understanding of modern fan culture. The popcorn bucket is no longer just a vessel; it is a collectible souvenir, an extension of the film's universe, and a status symbol for dedicated fans. By elevating the snack experience, Cineplex differentiates the theatrical outing as a premium, multi-faceted event, providing value that extends beyond the film itself.

Navigating a Competitive Post-Pandemic Landscape

The four-day popcorn event is also a strategic maneuver within the broader context of the Canadian cinema industry's ongoing recovery. While operating revenues for motion picture theatres in Canada grew to $1.6 billion in 2024, they still lag behind the pre-pandemic peak of $1.9 billion in 2018. More tellingly, theatre attendance in 2024 was only about two-thirds of 2018 levels, indicating that higher ticket prices and concession spending are propping up revenues while audience numbers have yet to fully rebound.

In this climate, exhibitors are in a fierce battle for audience attention, not only with each other but with the pervasive convenience of digital streaming platforms. To compete, cinema chains must constantly innovate and emphasize the unique value of the theatrical experience. Concession-based promotions have become a key weapon in this fight. Cineplex’s main competitor, Landmark Cinemas, employs a similar strategy with its Landmark EXTRAS loyalty program, which offers members perks like free large popcorn refills, birthday popcorn, and discounted combo deals.

By expanding its own flagship popcorn promotion, Cineplex is making an aggressive statement about its commitment to enhancing customer value and driving traffic. The initiative serves as a direct incentive for casual moviegoers to choose the cinema over their couch, reminding them of the irreplaceable communal joy and sensory immersion of the big-screen experience. As the industry continues to adapt to new consumer habits, such creative and appealing promotions are not merely perks, but essential strategies for survival and growth.