Popcorn vendors were active and popular at fairs, rallies, and most large public gatherings or on small-town streets since the 1840s. Customers were drawn to the vendors’ carts by the tantalizing aroma and delicious treats.
Popcorn Vendors at Movie Theatre Entrances
With the advent of nickelodeons and motion pictures, popcorn vendors quickly and conveniently set up their carts to entice audience members. Customers rarely ignored their products. The movie theatre business expanded to grand movie palaces in the teens and twenties. Many of the fancier movie houses were appointed with chandeliers, marble columns, and expensive antiques.
The owners wanted their upscale theatres to be free from the eating of snacks that was typical at vaudeville and burlesque shows. It was important to them that there was no littering in their plush venues. Customers did purchase popcorn, peanuts, and other snacks outside, and invariably wrappers and popcorn littered the theatres.
Snack Food Concessions Installed in Theatres
Beginning in the 1930s depression era, newly-constructed movie houses were less fancy and more welcoming. Snack food concessions were factored into the plans. As well as popcorn, various candies were sold.
The drastic change in the economy caused theatre owners to reduce ticket prices. They had to find new revenue sources. Some installed candy dispensers. There was hesitation in allowing popcorn vendors to install their popping machines. Owners of the ‘movie palaces’ believed that popcorn was not a worthy snack for their grand places. Also, the early machines were considered to be fire hazards. More sophisticated machines were eventually installed in some theatres. Noisy, rustling bags were replaced by paper buckets.
At five or ten cents a bag, popcorn sales helped the owners recoup their losses. Families could afford to attend the movies, at least occasionally. Popcorn was part of the experience that appealed to adults and children. Movie house owners who installed the popcorn machines experienced increased profits. Many of those who did not sell snack foods went out of business.
World War II Popcorn Sales Increased
Another change in the history of popcorn at the movies occurred during the years of World War II. Sugar was rationed and the production of candies was limited. Because popcorn was extremely popular as well as nutritious, its production and sales flourished. Once again, it was the snack food of choice for most movie goers.
Theatre owners realized more income from popcorn sales during the 1950s than from the movies. According to the National Association of Theatre Owners, popcorn sales account for about forty per cent of theatre owners’ net revenue. Popcorn sales continue to be predominant for a variety of reasons. In his book, “Popped Culture: A Social History of Popcorn in America”, Andrew F. Smith commented, “…the smell of popcorn that pervades every movie theatre can bubble up nostalgia in even the most curmudgeonly customer”.
As stated in Eats.com, “the relationship between popcorn and movies appears to be a match made in butter-scented heaven”.
Sources:
Popped culture: A Social History of Popcorn in America by Andrew F. Smith, Univ of South Carolina Press, 1999
 |
 |
