Whenever I participate or host a blogathon, I try to approach the selected topic from a unique perspective. For The Food & Film Blogathon, I wanted to observe the relationship between film and food through cinematic promotion. More often than not, food has been an advertiser when encouraging people to check out a particular title. Sometimes, creativity and ingenuity have shined through these promotions, leaving a memorable impression and even helping a film succeed at the box office. But as I was researching this promotional connection of food and film, I noticed how some food-related movie “gimmicks” could be improved. These “gimmicks” are not entirely weak or unsuccessful. In fact, some of them have held a special place in the hearts of customers. However, as I’ll explain in this editorial, these food-related movie “gimmicks” could be more productive and sustainable. Before I continue, I want to point out how my editorial is intended to be constructive, not mean-spirited or negative.

Popcorn Buckets and Reuseable Cups

When patrons enter the halls of their local movie theater, they are constantly bombarded with promotions for not just currently playing films, but upcoming films as well. From trailers on the big screen to posters and standees in the lobby, the cinema becomes an arena as studios battle for the attention of potential audience members. Two other forms of in-theater marketing are popcorn buckets and reuseable cups. Creativity and clever presentations build upon the basic design of a cup or bucket in an attempt to capture the spirit of the movie it’s promoting. But after movie-goers leave the theater, there are few opportunities to reuse the popcorn bucket. This increases the chances of popcorn buckets either clogging up landfills, collecting dust at thrift stores, or even getting buried in the desert like the Atari game, E.T. the Extra-Terrestrial. It also doesn’t help how popcorn buckets can, sometimes, be expensive. One infamous example is The Fantastic Four: First Steps’ Galactus popcorn bucket, which received a retail price of $80. Meanwhile, reuseable cups have a slightly longer shelf life than popcorn buckets. Though they can be expensive as well. I’ve seen a 24 oz. cup promoting the movie, Smurfs, listed for $29.99.

How to Fix It

Picture it: AMC theaters, a handful of days throughout the year (yes, that reference of The Golden Girls was intentional). If movie-goers bring their popcorn buckets and/or reuseable cups to their local theater’s concession stand, they can save a certain percentage off their concession purchases. This percentage could be low enough for theaters to not lose money, but enough for movie-goers to save some money. If these sale days were enforced, it would be a win-win for both movie-goers and theaters. Patrons are given a reason to consider purchasing a popcorn bucket and/or reuseable cup, seeing it as more of an investment and less as a collector’s item or “gimmick”. They also are encouraged to seek out the concession stand, as they would have a legitimate reason to save money during their movie-going experience. Because of concession stand sale days, theaters can sell more popcorn buckets and reuseable cups in the long run, which would increase their revenue. The aforementioned sale days would welcome repeat customers as well, adding even more revenue to the theater’s financial intake.

Specialty Food Items

For the sake of this editorial, specialty food items directly connect to the movie they’re promoting. This can range from products bearing a character’s likeness to meals sharing a name that is significant to the film. An example that has received praise on the internet is The Batman Calzony from Little Caesars. In 2022, the pizza chain created a pizza shaped like Batman’s logo. The culinary creation was introduced leading up to the release of the movie, The Batman. Though this promotion existed for a short period of time, it left a positive impression. The video, ‘A Look at Bizarre Movie Tie-In Restaurant Foods’ from the Youtube channel, Seeker of The Lost, features comments in its comment section from viewers who either remember and/or love The Batman Calzony. One commenter even demanded the pizza be brought back.

How to Fix It

Like the aforementioned commenter from Seeker of The Lost’s video, I, too, think The Batman Calzony should be brought back. However, the context of the comeback can be either of three ways. Batman has had an established place in the pop cultural landscape for over fifty years. Whether it’s the comics or the films, there is sure to be a milestone anniversary Little Caesars could capitalize on, giving them a legitimate reason to bring back The Batman Calzony. I’ve heard a sequel to The Batman is in the works. That movie’s premiere could see The Batman Calzony’s return. If Little Caesars wanted to create a Halloween tradition, they could consider bringing back the pizza for Halloween. Not only are bats a popular Halloween motif, Batman has received his own Halloween costume over the years. Bringing back The Batman Calzony would give new customers a second chance to try the pizza. It would also make those who love the pizza repeat customers. Meanwhile, Little Caesars has an opportunity to create additional revenue, especially if The Batman Calzony was brought back annually or even biannually. Associating the pizza as part of a tradition would help Little Caesars build positive promotion and recognition of their brand.

Limited-Edition Food Items

Limited-edition food items differ from specialty food items, as they don’t directly correlate with the movie they’re advertising. This allows the limited-edition food items to be sold in various contexts. 1998 saw the release of Disney Pixar’s A Bug’s Life. As part of the film’s promotion, McDonald’s found a reason to sell Apple Cinnamon McNuggets dipping sauce. But when the dipping sauce is removed from A Bug’s Life’s advertising equation, it can be sold in other promotions. A decade prior, in 1987, the Apple Cinnamon dipping sauce was incorporated into McDonald’s Holiday McNuggets seasonal campaign. Since these two promotions, though, McDonald’s has not brought this dipping sauce back.

How to Fix It

Based on my research for this editorial, McDonald’s hasn’t created any food items related to the Fall/Autumn season. While the Baked Apple Pie is a popular product on McDonald’s menu, it isn’t used to capitalize on Fall/Autumn. With apples and cinnamon typically associated with this time of year, McDonald’s could bring their Apple Cinnamon McNuggets dipping sauce back through a seasonal promotion. They could also create other Fall/Autumn themed food items to compliment the Apple Cinnamon dipping sauce’s return, such as an Apple Cinnamon milkshake. Creating a seasonal campaign around the re-release of their Apple Cinnamon dipping sauce would give McDonald’s good marketing and financial opportunities to take advantage of the Fall/Autumn season. It would also be a win for their customers, as those who love the dipping sauce receive a chance to revisit it and new customers are introduced to the dipping sauce.

Missing the Finer Details

Advertising plays a big role in the business of making movies. But movie marketing campaigns are not created equally. Some of them miss the finer details of the film they’re promoting. A perfect example is when Subway debuted their Fiery Footlong Collection to capitalize on the premiere of 2013’s The Hunger Games: Catching Fire. Through this collection, Subway introduced two new sandwiches; Sriracha Chicken Melt and Sriracha Steak Melt. The other two sandwiches, Buffalo Chicken and Turkey Jalapeno Melt, had been sold prior to the collection. Though Subway’s intention was to focus on the film’s theme of fire, the overall promotion came across as out of touch. This is because The Hunger Games: Catching Fire addresses topics like “inequality” and “food shortages”.

How to Fix It

The example I presented of Subway’s marketing misfire (cue the comedic drum sound) is not the first (or last) time a film’s marketing campaign missed finer, important details of the film itself. But blunders like this can be prevented. Working as a communicative bridge between a movie’s creative team and a marketing firm should be an official liaison. First, the liaison would talk with a movie’s creative team about the important elements of their project they’d want to see reflected in its promotional campaign, like certain themes within the script. Then, the liaison would take these notes to a marketing firm and work with them to weave the creative team’s important elements into the promotional campaign. If a liaison connected a movie’s creative team and a marketing firm, everyone involved in a film’s marketing campaign would be on the same page. More cinematic promotions would possess a deeper understanding for the promoted movies.

“Gimmicks” Becoming “Lost Media”

I once heard someone claim that food was a “temporary art form” and “old franchise food” was, over time, “lost to the ages”. Reflecting on what that person said, as well as the subject of this editorial, it seems like food associated with film promotion is its own form of “lost media”. Movie “gimmicks”, specifically those that are food-related, exist for an extremely short period of time. Once a movie has left theaters, that respective “gimmick” is gone. When it comes to food-related movie “gimmicks” in particular, only pictures, videos, and even memories are left. Some may even fade into obscurity. While there are a few that have been brought back on the meal, like Taco Bell’s Volcano Burrito (which later turned into the Volcano Double Beef Burrito), this has been the exception to the rule.

How to Fix It

In the comments section of Seeker of The Lost’s video, ‘A Look at Bizarre Movie Tie-In Restaurant Foods’, one person said it’d be sweet to have the recipes to the video’s featured foods collected in a cookbook. I have to agree with that commenter, especially since it would be a good way to restore and preserve these food-related movie “gimmicks”! Throughout the cookbook, meals associated with film promotion would have recipes chronicled in order of their respective movie’s release year. The cookbook can also feature interviews, perspectives, and tidbits of information from either those on a film’s creative team, a marketing firm that worked on a movie’s promotional campaign, or from a restaurant/food company or movie theater. Fans of any of the selected “gimmicks” would gain an opportunity to bring the food items back to life. Those who didn’t get to try a “gimmick” the first time around would receive a second chance to try these foods. The cookbook would also be a unique addition to any movie or food enthusiasts’ collection.

If you want a movie to succeed, you have to promote it to your potential audience. While there are many ways to do this, food is one of the most tried-and-true of these advertising tactics. Because each movie is unique, food-related movie “gimmicks” are unique as well. As I mentioned in my editorial’s introduction, creativity and ingenuity have shined through these promotions. Food-related cinematic marketing is not perfect though. Mishaps have taken place, better decisions could have been made, and finer details were missed. With the ideas and suggestions featured in this editorial, food-related movie “gimmicks” can, hopefully, become more sustainable and productive. Reflecting on everything I’ve said, I’m curious to see how food-related film promotion evolves over time. It would also be interesting to see how marketing trends have impacted food-related movie “gimmicks” through the years.

Have fun at the movies!

Sally Silverscreen

Editorial References:

Articles — https://thedirect.com/article/popcorn-buckets-2025-movie-best, https://www.fantasylandnews.com/2025/07/08/the-smurfs-movie-popcorn-buckets-and-novelties-coming-to-theaters/, https://comicbook.com/dc/news/little-caesars-reveals-the-batman-calzony/, https://flavor365.com/the-1987-holiday-mcnuggets-a-deep-dive-into-a-legend/

Videos — “A Look at Bizarre Movie Tie-In Restaurant Foods” from Seeker of The Lost and “1990s – McDonald’s A Bug’s Life Promo – Holiday Commercial” from Media Closet