Theater chains’ marketing of new “Star Wars” sequel figures to reach galactic proportions.
Popcorn? Yes. But also hats, posters and ‘Yoda-ritas’
LOS ANGELES — People headed to theaters to see the new “Star Wars” next month will encounter more than the usual concession-stand popcorn and Raisinets.
Theater chains, seeking to capture a bigger share of “Star Wars: The Force Awakens” bonanza, are creating pop-up stores to sell posters and key chains — and pouring “Yoda-rita” cocktails.
The film, which opens Dec. 18, is forecast by BoxOffice.com to be the top-grossing movie of all time. But because of the way Hollywood structures agreements, exhibitors will pay a higher share of ticket revenue to distributor Walt Disney than with most other films. Eric Wold, an analyst with B. Riley & Co., estimates that share is “well north of 60 percent.”
That means theater chains are under pressure to extract more money from patrons. In addition to moves like roundthe-clock screenings, group sales and premium showings in 3-D and Imax formats, exhibitors are getting creative with concession sales and adding merchandise to the mix as they seek to enhance profit margins.
The exhibitors “have to find a way to make this work for them,” Wold said. “They can do what they can to boost profitability around it by driving concessions sales.”
Disney, which licenses the swag, and the movie houses are borrowing from Broadway, working with The Araca Group, which provides merchandise for live theatrical shows. Araca will be creating pop-up “Star Wars” shops and items including T-shirts, bags and caps.
Marcus Corp. will have pop-ups in its 54 theaters, a first for the company. It will screen the picture around-the-clock on opening weekend, and concession stands will feature popcorn containers with “Star Wars” characters, said Rolando Rodriguez, chief executive officer of Marcus’ theater unit.
At Carmike Cinemas, the country’s fourth-largest chain, $40 will buy a “Star Wars” fan a T-shirt, unlimited popcorn and refills in collectible drink cups. And dine-in theater chain Studio Movie Grill is introducing a themed brunch — with cinnamon-flavored “Princess Leia Buns” for $6.95 — to cater to early risers catching the film at its 23 locations. There will also be cocktails like the “Tatooine Sunrise Mimosa” for $5 and “Yodarita,” an under-$10 twist on the Margarita.
Marcus is running a marathon of all the earlier “Star Wars” movies, and doing a big business in group ticket sales, Rodriguez said. Such bulk purchases, often by companies treating their employees, typically sell at a 20 percent discount. Due to the demand for “Star Wars,” Marcus is collecting the full ticket price. Advance sales overall are running three times that of sales for the latest “Hunger Games” film, Rodriguez said.
“This is bigger than anything I’ve seen and I’ve seen a lot, including ‘Harry Potter,’ ” said Walt Disney Studios Chairman Alan Horn, who helped oversee that franchise at Warner Bros.