1. First off, I have to commend you on your writing, and the time and effort you put into thinking this out.

I haven't snuck food into my theater in at least a year. But your one point about people having dietary/health concerns that prevent them from eating theater food is a good one. A year ago, I was in bad shape, and was not to eat anything like popcorn (I still shouldn't, it will literally hurt me in the longrun), so I was forced to sneak lighter snacks into the theater. So if I'm sneaking the snack in, why would I decide to buy a drink at the theater, when the gas station is only a mile from it? No, I snuck the drink in to to take my pill with. So that unique situation could not be contested by any employee.

Your main question, is what can we do to get people to buy concessions. I think the answer to that is very easy, and clear as day to me. I can't believe it isn't to the big chains. I have a list.

1) Serve Better Quality Food! I was just thinking the other night, why do NO theaters in my state serve steaks or real food? It would save people from having to leave the theater and go straight into another line to eat dinner. The Popcorn is universally awful because the top 1" is buttered, and everything below it is STALE and otherwise unpopped or Burnt! I just love biting into an uncooked, burnt, popcorn kernel, and breaking my tooth and having the piece spot welded on the back of my tongue for the rest of my two hour sitting.

The one thing that interests me at my theater is the Nachos and Cheese combo. This is because they actually do them right. As long as the cheese stays warm for more than a minute, it is hard to reproduce at home with a microwave.

2) Eliminate The Lines. Have you ever NOT stood in line to get a snack, while staring at your watch and praying you aren't missing the previews? Well, theater attendants don't seem to care, because they move slowly and create long lines by not having enough registers open. I want there to be 20 registers, no waiting time, and I want the attendants to be on roller skates to serve me.

3) The Prices Are DUMB. This is the biggest problem. I just can't listen to any argument about why they have to be high, because if it's AMC or REGAL, they have enough money, and it's hard to care about a corporation as big as them. That may sound bad, but if Independent theaters were an option in my town, I'd go to them and gladly pay whatever concession fee they had, because I would know that my money was keeping up a competition with the bigger corporations that universally screw up every part of the moviegoing experience (The Exhibitionist made me pay attention to film scratches on day one. The Dark Knight at my local Regal on DAY ONE, had about 13 big scratches, and countless burns and dust marks. Bravo Regal).

4) Hire People Who Are Happy To Serve Customers. This should be common sense, but go to your local Subway restaurant for an example of people who would rather decapitate themselves than make you a sandwich. If the people serving the snacks are bored, do not smile, are slow, are stupid, are disgusting looking, spill your drink on the side of your cup, do not say "Hello" or "Thank you", and by all accounts do NOT want to be working in their position, I will absolutely not buy anything they are selling. Screw them.

See, easy fix.

Posted at 9:55AM on Jul 20th 2008 by MCW

2. In comment 1 MCW hits on every ingredient needed to making buying concessions a win for the customer; Serve better food, lower the prices, speed up the service. There are times I'll pay $6+ for nachos, but only if the lines are low and I am particularly hungry. Otherwise I just don't eat or drink for two or so hours. I know America's obesity problem is edging on becoming an epidemic, but I don't find 2 hours without food that impossible of a prospect.

Movie theaters may (and I have problems with this) be in the snack bar business vs the movie business, but that doesn't alter the indisputable fact that I, the customer, am in the movie going business. I go to a movie theater to see movies, I go to a restaurant to eat. I don't see how it is our burden as consumers to subsidize a lopsided business model out of the charity of our recession hit wallets.

I further don't see why we should be asked to pay prices disproportional to quality when it is easy to see that movie theaters aren't in the movie business nor the snack bar business, but are now in the advertising business. Maybe I'm wrong, but are concessions the real life raft of movie theaters? Perhaps in Podunk, but in the majority of the rest of the land, I'd certainly have to wager that pre-feature advertising pays the rent. I don't know what the going rates are, but they must be getting higher and higher.

If I get to a movie early enough to get decent seats, I am now forced to watch 20+ minutes of advertising. Are you telling me that a movie theater makes more money off of selling me a $6 tub of sub-par popcorn than they do on selling deep pocketed corporations 20+ minutes of my undivided attention? I would be shocked if that was the case these days. And if it is, they're not charging enough.

Posted at 11:49AM on Jul 20th 2008 by Peter Hall

3. I have to comment on #4, because trying to hire good employees at minimum wage is tough enough. Then trying to keep those employees after their first busy Friday night is even tougher. Combine that with the fact that corporate offices dictate minimum staffing at all times, meaning hours are cut and people are sent home all the time against their will, and you lose even more interest in the position.

And as the related #3, the problem of long lines is another Catch-22 problem involving corporate's cost-cutting measures, and it's one of the most difficult things to deal with as a concession manager.

Posted at 10:07AM on Jul 22nd 2008 by Christopher Campbell

4. Hurrah! Hurrah! Great article Chris!! I support you 100% just like I try to help out the theatres by buying snacks. I had this discussion with my dad, who said he was on a budget and I told him that supporting the theatre is vital to keeping ticket prices low. I have AMCrap (AMC) here as well and it is by far the worst popcorn! My favorite has to be Warren Theatres popcorn, because they also still use REAL butter! They also have a diner in the theatre that serves all types of food. The hamburger is pretty darn good. But I support them because they are the first theatre to go all digital and THX certified, AND THEY DON"T SHOW ANY COMMERCIALS!!! The simply keep the curtain down over the screen and play film score over the speakers. It is the best movie experience in Oklahoma City!!

Posted at 9:58AM on Jul 20th 2008 by taybo20

5. "Unfortunately, the concession issue is really spiraling out of control. As prices increase, fewer moviegoers purchase concessions, and to make up the profit difference, prices increase further, and so on."

This is just not true. Pick up a microeconomics textbook. The movie theater will price their concessions at just the right point so that they make the most profit. It's a balance between the profit margin and the quantity sold at a particular price point. This is basic supply and demand theory.

Posted at 10:04AM on Jul 20th 2008 by Matt

6. Matt,

While the theory of Micro-Economics can be used to define items in an economic balance through Supply and Demand Theory, you are wrong to point out that "Unfortunately, the concession issue is really spiraling out of control. As prices increase, fewer moviegoers purchase concessions, and to make up the profit difference, prices increase further, and so on." is incorrect. It is infact correct when you use differentials such as increasing Opportunity Cost, rising Marginal Costs and shrinking Marginal Profits.

In the Theory of Micro-Economics the producer (or the Movie Theater) will price it's Popcorn where Marginal Cost= Marginal Profit. That is to say, where if they sold one more bag of popcorn they would be losing money on it. Over the years the Opportunity Costs have been increasing for Movie Theater owners, as it is becoming increasingly expensive to own and operate, and Ticket prices can only get so high. So the Costs of doing business have increased, shrinking their profits. The only remedy for this is to shift their economic curve out and price their concessions beyond what the majority of patrons are willing to pay.

The problem is that Movie Theater owners don't understand the principles of economics themselves. If you sell a larger quantity of snacks, depending on your patronage, you might stand to make MORE money. The key is understanding the demographics of your particular area.

Posted at 12:07PM on Jul 20th 2008 by Cole

7. Great article Campbell. I can’t help but think of one of Steven Wright’s old comedy lines. In his low-key comedic character’s voice he says and I paraphrase, “I took my own food to the movie the other day and got caught. I don’t understand what the problem was. I lit up my small hibachi.”
I used to be one of those movie goers that did not buy one item from the concessions because the products were small and overpriced. For the last several years, since I go to movies less, I do purchase a medium popcorn to share between my son and I (what two people can eat one of those large popcorns anyway), and each a soda. That usually costs about $12-$14. The medium popcorn is bigger than it was in the 1990s and so is the soda.
We usually attend our local Regal Theater, so I agree with your comment that they make the best popcorn of the theater chains. My son and I saw the Thursday midnight showing of “The Dark Knight” at a new AMC theater only 15 minutes from home. About half-way through our popcorn I made a comment to Austin that the popcorn didn’t taste too fresh. He looked at me, shrugged his shoulders and said, “Well, it is midnight.” I laughed; however, I do have a problem with the fact that we were served cold stale popcorn at a movie theater. There is no excuse for that especially at those prices. With the cost of corn going through the roof, we will see price increases for theater popcorn and having to eat it stale is not pleasing.
Like you, I believe we should support the theaters and buy at least one item when we go to the movies. And, especially, I don’t think people should bring in food. But, how do you defend the experience Austin and I had at the AMC? I will not continue to purchase concession products, especially at an AMC with what I’m served. Why should I? I think you’re article would have had more stamina if you had suggested what can be done to ensure the consumer gets his money’s worth from the visit to the movies. You cannot criticize people for not buying a product that is not worth its price.

Posted at 10:08AM on Jul 20th 2008 by bhist

8. There is a local theater here in Colorado that isn't an IMAX or stadium seating, but does have booths and tables and ledges set up for individual or family seating. They serve beer and wine, along with hot wings, ribs, and hamburgers, the closest comparison would be like watching a movie at say a Chili's or Applebee's. My Kids love it, they sit there and enjoy the whole movie eating their chicken tenders. I enjoy the fact that I can have a few beers, and my wife still loves the popcorn. It's slightly more expensive, but around the same tab you would end up with if you went out to an upperscale dinner. The screen is a decent size, and the sound quality may not be that of say a Regal or AMC, but you can hear everything just fine. And sitting with your family in an individual booth, you're not disturbing anybody with your Unique Movie Food. There's even a section there that should you choose to not participate in the food, you can head toward the front of the theater, which are still good seats, and enjoy a typical movie experience. And on Tuesdays they have a $2.00 movie ticket, any show, any age, all day long. Granted on Tuesdays it's a little more packed, but compared to say the $8 - $15 ticket it's not too bad.

Posted at 10:14AM on Jul 20th 2008 by Superman4ever

9. First off, i've never snuck concessions into a movie. I am there to watch a movie, not eat. I generally have just had dinner before the show anyway...

But...

"Do you ever buy coffee at a coffee shop even though it's cheaper if you just make it at home or at the office?"

Only when the quality is BETTER, and i can microwave popcorn better than what they have at the theaters, and the candy is either the same, or generally more stale

"Do you ever get a drink at a bar even though it's much, much cheaper to just drink at home?"

Nope. I usually drink water home or away...though this probably ruins the closest thing you have to an analogy that works...

"Do you ever eat out even though it's cheaper to just buy food at the grocery store and cook a meal yourself?"

Again, the food out is better. If it isn't, i'm not eating it and i'm cooking at home.

"And do you ever go to the movies even though it's cheaper just to stay home and watch TV?"

Whenever possible. The only reason i see a movie in a theater is to avoid spoilers and see a movie as quickly as possible. My home theater experience is twice as good as most theaters (dirty spots or stains on screens, misaligned projection so i can't see subtitles, audio that is too loud and un-even, etc...and that's assuming it is digital projection...don't get me started on hair, dirt, bouncing focus, shifting frames on film). I would gladly pay $60-$80 to buy a movie on Blu-Ray the day it hits theaters so i could watch it at home.

"So why do you think it's so outrageous to pay extra for concessions even though it's cheaper just to buy snacks at a drug store?"

Again, i've never done this, but i'm not going to buy concessions at the theater just to support a mediocre experience. Its all i can do to bite my tongue and not demand my money back after every showing at a theater. As it is i usually complain about half the time to management, and only demand a refund a small portion of the time (by the way - never for anything the theater can't control...kids, talking, etc...always for the projection/movie experience itself). I don't only because my wife and friends get embarrassed and just want to leave.

As you can tell, theaters have little sympathy from me in general.

Having said that. Stealing is wrong, and breaking the rules is wrong. Sneaking candy in, and jumping theaters to watch more movies is wrong. I've never done it and would give my friends a hard time about it if they ever did.

Posted at 10:24AM on Jul 20th 2008 by Paul Nicholson

10. "Of course, the theaters aren't actually in the entertainment business; they're in the snack bar business (for a great comparison of this to TV networks, see DJ's response to last week's column). So, every time you sneak in food, you're hurting that business. You're literally sabotaging it. In a way, you're stealing, but fortunately for you, not in any way that's illegal."

It's much like the movie piracy issue. Just as I know many people who simply won't watch the movie if they can't pirate it, so do I know many people who won't eat or drink at the theater if they can't sneak it in. These people are no more hurting the business than people who just don't snack at all, or who never watch movies.

But then, I'm generally a bad customer. I don't go to bars unless they're having really good specials (dollar beers.) I only go to matinee movies, and I rarely buy concessions. I simply cannot justify $4 for a 32oz sugar water that I won't finish. Want theaters to get my money at the concessions? Offer smaller sizes, healthier snacks, and shorter lines. Then, I'll consider buing concessions. Otherwise, I'll eat before I come and enjoy the movie sans snacks, and I'll "hurt" the industry just as much as someone who DOES sneak in snacks.

Posted at 10:31AM on Jul 20th 2008 by spamcatchersan

11. I saw TDK this weekend and I did NOT sneak in food. Of course when you go to the Drafthouse you don't sneak food in as food is half the experience.
And that's one thing I think you can do to fix it. Make the food a bigger part of the experience. I realize all the chains can't go hire fancy chefs like the Drafthouse has, and they can't lift out half their seats and put in tables. But surely there is something they can do to make people want to eat at the theater.
One thing, give the people Real Melted Butter, I had this on my popcorn at the Drafthouse and oh what a difference it makes, so much better than that dredge they pump out at the chains, it really makes the popcorn.
Also institute the occasional 21+ screening and serve some alcohol, it will completely change the customers perspective of concessions (Yes I know then they have to get a liquor license, but it might still help)
Those are my ideas.

Posted at 10:31AM on Jul 20th 2008 by Travis Tidmore

12. Maybe I'm the only one, but this is absurd. It's like you're arguing that not buying full priced items at the electronics store is immoral because sale items are usually sold at a loss. Or that it's bad to not buy your groceries at Super Target because they sell them beside the shampoo you need.

Movie theaters do often rely on concessions for their profit, but if they're not making enough from that it's their fault and not the consumers'. If, as a result of meager concession sales, they raise ticket prices so much that they remove potential consumers (like myself) from the market that's a problem with their business and not my consuming. Poorly run businesses should fail.

If, as you concede, the concessions at most theaters are hardly worth the exorbitant rates they charge, why on earth should people buy them? Would you argue that I should buy the terrible produce at the local Super Wal-Mart just because I went there to save a few dollars on my other shopping?

Posted at 10:38AM on Jul 20th 2008 by david (b) hayes

13. The problem with your argument is that you forget one part of the equation, a part that even Christopher missed in his article.

Not only would you, say, be buying coffee at your local grocery store and brewing it at home, you're also taking that coffee into Starbucks and drinking it while there. A better rhetorical question he could have asked would be, "Would you cook your own food at home and take it into your local restaurant-of-choice to eat?"

If you specifically choose to go to Panera Bread to meet up with your friends, use the wi-fi, and get some work done, and the sandwich is incidental to that activity, why not just take one with you?

Posted at 5:08PM on Jul 20th 2008 by Avery W. Krouse

14. I completely agree with you. For me, the analogy is closer to going to a bookstore and sitting down in a comfy chair to read a book you might or might not intend to buy. If you spend two hours reading 100 pages, did you "steal" everything on those pages from the bookstore? Did you defraud the bookstore by giving them the impression that they would get your $14.95 and then turning around and merely enjoying the literature for free?

I have had many experiences where I complained after a movie was over (poor lighting, broken A/C, noisy folks in the theater), and I was rewarded with a free pair of tickets with no expiration date. In that situation, I understand perfectly what is going on: the theater is *just* breaking even on screening the actual films -- maybe making a 10% profit on every ticket sold, which is not that much. But popcorn (even with rising corn prices), nachos, fountain soda, and other snacks are INCREDIBLY cheap, so they're making profits of possibly 50% or 60% or greater on all the food. So it's no joke to say that theaters are actually in the food business.

The issue with that, however, is that a theater could never say that out loud. So, as long as theaters claim to be primarily in the cinema-entertainment business, with the concession stand as a nice accessory, we can't be forced to feel guilty that we're spending all this time and money at the theater just getting in, and then eating our own snack while watching the latest blockbuster. Also, there's a certain slippery slope here: at what point does sneaking in an edible item become a problem? At what point could an economist actually claim that you are depriving the theater of business? Most people would condone sneaking in gum. But then what about Starburst, which is similar to gum and isn't found at most concession stands I go to? What if you want to bring a box of chocolate-covered lentils, which probably isn't sold in more than 2 concession stands in the entire country? Is it only a problem if the theater sells that exact item? I wouldn't pop my own bag of popcorn and eat it in the theater -- but that's because I would feel silly and pathetic, and not because I felt like I was ripping the theater off.

I guess my point is that there's this very broad gray area here, and it's counterproductive to make rash judgments about people who bring their own soda bottle or Reese's Cup to the theater, like accusing them of stealing. It's probably likely that the snack-sneakers wouldn't have even bought anything at the concession stand anyway, right? Unless you are actually reaching in back of the glass and physically removing candy bars without paying for them, it's hard to make a case that someone is making away with ill-gotten gains.

Posted at 8:50AM on Jul 21st 2008 by Eitan

15. Well I usually don't bring food to the theater because I would've eaten right before or have plans to eat after. The few times I did it was just for a bottle of water.

As for this weekend, I bought a small popcorn from National Amusements. After eating about 8 pieces (the top layer), it sucked. Lovely.

Posted at 10:38AM on Jul 20th 2008 by Ryan

16. If I do sneak food in, it's usually hard candy. But I always buy the concession popcorn and a drink. The popcorn is terrible for me, but I love it. And that day it's my only meal. My sister and I chip in on a combo and they give us free refills on drinks and popcorn so you get your money's worth.

Posted at 11:05AM on Jul 20th 2008 by BondsBabe

17. 1.) I buy concessions whenever I go to the movies. At the very least, a soda.

2.) I do this because, for me, it's part of the whole splurging experience of going to the movies.

3.) I largely disagree with your article. As others have mentioned -- any well-run business (other than charities) does not rely on the kindness of it's customers hearts to stay open. Getting customers to buy your products is a matter of carefully balancing pricing, demand, quality and customer service. If you aren't doing that -- you will go out of business eventually.

The one possible exception to that is independent theater chains that enhance the quality of film in your neighborhood. I'm talking about places that don't play blockbusters to sold out crowds, but rather indie films and documentaries. I think buying a concession so those theaters make a little more profit makes sense -- because they generally also happen to have good quality food and really nice customer service. This is a return thank-you for not being faceless, greedy corporations -- but just trying to bring some art to an otherwise fairly artless medium.

Your article was rambling and it was difficult to follow your logic. I'm guessing you've worked in theaters and have seen their bad economics first-hand and are therefore swayed by your own passion. If you still work in one, pass along these tips for enticing people to buy:

• Mandate friendly customer service among cashiers. Apathy, ignorance, stupidity and slowness will drive people away every time. If they aren't friendly - fire them. That's how they do it at good retail stores.

• Pop fresh popcorn. Getting stale popcorn is about a 50/50 chance in big theaters. Mandate some quality control -- throw it out after a certain amount of time and make it fresh. Also -- if you are going to serve pre-popped popcorn from bags -- keep the door to your storage room closed so that patrons (like me) don't peek in and see stacks of it.

• Sell real bags of candy at closer-to-normal prices. Sorry, if retail stores can make a profit selling Reeses pieces for $.45 cents, so can you. Or, at least, you can do it for $1.00 and not $4.00. Putting a small bags worth in a larger bag doesn't trick anyone.

• Clarify your menus -- they're often too jumbled and filled with "deals" to make sense of it all.

• Don't be stingy with ice in drinks -- the soda has to stay cold for 2 hours -- not just through the credits.

• Offer Pepsi. God, every theater in NYC serves Coke -- Diet Coke from a fountain tastes like metal. And, if you are serving Coke because you get a kickback from them for exclusivity -- then why are you charging so much in the first place?

• Have vending machines for drinks (some places do) in case people get there too late to stand in line for a concession.

• Worth repeating -- fast, friendly, easy customer service.

Posted at 11:18AM on Jul 20th 2008 by Thad Garrison

18. Thad, here's an interesting thing about your popping popcorn point: when I originally worked for National Amusements in the '90s, popcorn was popped twice a month. Unless it got really busy and more was needed. And yes, some of that popcorn would end up being used more than a month later.

When I returned to the company many years later, the cinemas I worked in had finally installed poppers at the concession stand (the original popper is still in a huge room next to the projection hall and still used for advance popping before a big weekend like this past one). The logic was mainly to appear to be regularly popping in front of customers. But oftentimes just because you see the popper going, you may still be getting days-old stuff. This is a very, very big problem that needs to be fixed, but at the same time, it's too common to run out of popcorn during the opening weekend of a record-breaking movie like The Dark Knight, even with a room full of advance-popped popcorn. So, I still don't know the exact solution.

Posted at 10:13AM on Jul 22nd 2008 by Christopher Campbell

19. Totally disagree with any post titled "Buy Concessions (Please)." This isn't how the market works.

We don't buy concessions to charitably support theater corporations. We sneak food in because the theater business fails to support a marketplace that demands reasonable prices, healthy food, and clean facilities.

Our charity won't save movie theaters' business anymore than 3D mocap gimmickry will. The moviegoing experience needs a serious lifestyle upgrade if it is to compete with increasingly comfy couches and HDTVs equipped with surround sound.

While I sympathize with your heartfelt love for the industry, you need to take a break from watching movies, do some research, and seriously consider the real economics at play here. For all your good intentions, you're missing the real problem -- it isn't the people sneaking in food. It's the fact that they have to sneak in food in order to get the satisfactory experience that the theater fails to provide. Providing that experience is the theater's responsibility, and its alone.

Posted at 11:39AM on Jul 20th 2008 by Kittelsen

20. I agree with Superman4ever.

A theater in Winter Park Florida I believe does it right. The Enzian Theater serves food, drinks and of course plays movies. It's a theater more for indie films which makes it unique..

I am going to copy what a person said on his blog about the place.

"At the Enzian I can call ahead and reserve a comfortable table with plush armed chairs. I can dine on fairly good food brought to me by wait staff, even good beers in a glass! If people arrive late, they DON’T get in (what a concept.) If you are loud and disruptive, they ask you to leave. To them the experience is as important as the movie, and it pays off in spades for the best movie going experience you will ever have. And the icing on the cake is that cost of the tickets and food is pretty much comparable to what you’d pay at the big theaters for crappier food and a crappier experience."

Posted at 12:18PM on Jul 20th 2008 by Jimi James