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The movies are running some of the most fun merch programs around.

This week, I’m breaking down three things they’re doing really well — and how you can steal the approach for your own brand.

building products around what people already love,
using exclusivity to make people choose you,
turning a limited-run item into something worth collecting.

Want to talk through any of this? Reply or hit the big orange button to book a call.

Let's Brainstorm!

Project Hail Mary

Spoiler ahead - but not really, because it's in the trailer!

MGM built an entire merch program the thing fans love: Rocky, the alien sidekick from Project Hail Mary. He's the centerpiece of a popcorn bucket shaped like his geodesic habitat (complete with his claw on the outside). There's also an officially licensed plushie on Amazon, and a LEGO set for adults. Alamo Drafthouse is offering an artist-designed pint glass as a ticket add-on. AMC took it further with a themed cocktail at their MacGuffins Bar called the Tau Ceti Cooler, served with an astronaut tethered to a spaceship swizzle stick (see pic above).

Takeaways:

Start with what fans already love, then build the merch around that. The best merch comes from asking “what do people care about?”
Merch doesn’t have to be something people take home. A themed drink with a collectible swizzle stick is an experience people share on social media right from their seat. Of course I took my swizzle stick home to get a pic for this newsletter.
“You had to be there” products work. The Alamo pint glass and the AMC cocktail were only available in specific places. That kind of exclusivity gives people a reason to choose one theater over another.
When something unexpected goes viral, move fast. Ryan Gosling's Fox Cardigan wasn’t a campaign – it just happened. Brands that respond quickly to unplanned moments can ride them for free.

The Devil Wears Prada 2

Fashion Meets the Concession Stand

When The Devil Wears Prada 2 hits theaters, fans won't just be buying tickets. They'll be shopping. Theater chains including Cinemark, Regal, AMC, and Marcus Theaters are selling a handbag-shaped popcorn bucket that's also a fashion accessory. Alamo Drafthouse is bundling a tote bag with ticket purchases. And AMC is giving away branded sunglasses and a faux issue of Runway Magazine to anyone who sees a specific Dolby Cinema screening. The merch fits the movie perfectly. And that's exactly the point.

Takeaways:

Merch lands better when it matches what the brand is actually about. A handbag bucket for a film about fashion isn't random, it's the whole idea.
Tying merch to a specific ticket type (Dolby, opening night, pre-order) gives people a reason to upgrade or commit early.
Exclusive items create real urgency. "Only available if you buy tickets here" is a strong motivator, online and off.

The Lucrative Rise of Movie Popcorn Bucket Collectibles

How a $25 Plastic Bucket Became a Collector's Item

I talked about movie popcorn buckets in 2024 - This popcorn bucket thing started in 2019 with an R2-D2 popcorn bucket at AMC for the Star Wars release. Now, novelty movie buckets are a full-on industry, with fans paying $25 to $50 for themed containers, keeping them sealed, and flipping them on eBay before the film even opens. Fast X had Dom's Charger. Guardians had the Groot bucket. Barbie had the car. Dune had the "weird" sandworm (remember the SNL sketch?). Ghostbusters had the Ghost Trap AND a Slimer. Studios collect licensing fees, cinemas move more popcorn, and third-party vendors are getting in on it too. It's a genuine side business built around a bag of popcorn.

Takeaways:

People will pay more for something that feels like a limited collectible. The product experience matters as much as the product itself.
When the item fits the story: a sandworm container for Dune, a charger for a car movie, etc... it sells without much explanation.
Scarcity drives secondary markets, which drives buzz. Items selling on eBay before a movie opens is free press.
You don't need a blockbuster budget to apply this thinking. A well-designed, limited-run product tied to an event or season can create the same kind of "I have to have that" reaction.