Why Candy at the Movies Comes in Boxes
Movie theaters and candy go hand in hand, but have you ever wondered why the candy sold at theaters comes in boxes rather than the traditional packaging? According to experts, the distinctive packaging serves a dual purpose for both the theater and the moviegoer.
The rectangular boxes make it easy for consumers to share their candy with friends, says Keith Domalewski, director of marketing at Just Born, the company that sells Mike and Ike and Hot Tamales. Similarly, a spokesperson for Mars Wrigley, maker of M&M’s and Skittles, notes that candy sold in boxes is easier to pour and share compared to traditional packaging. In addition, the boxes offer the ability to re-close, preventing spills between seats.
But why the need for boxes specifically in movie theaters? Chris Gindlesperger, senior vice president of public affairs and communications at the National Confectioners Association, explains that theater boxes take their name from being available in movie theaters or other retail establishments that have shelving. The boxes need to stand up and be easily displayed for moviegoers to see and make a selection.
For candy makers, the boxes also provide a way for their products to stand out. Domalewski explains that the large front panel of theater boxes makes it easy for consumers to find their favorite candy brands quickly. Additionally, the association between boxed candy and the movies has created a sense of nostalgia among consumers. Some even purchase theater boxes for home screen time.
While consumers have been opting for smaller pack sizes for portion control, going to a movie theater is still seen as a treat. Marcia Mogelonsky, senior director of insight at Mintel Food and Drink, explains that portion control is not a priority at the movies. Even if you’re going alone, it’s expected for you to indulge in a large box of candy without judgment.
So next time you’re enjoying a movie at the theater, remember that the box of candy in your hands serves practical purposes for sharing, as well as marketing tactics to catch your attention. Enjoy your movie and your candy!