Bill Howard's Snap Creative drives $100 million popcorn‑bucket boom for US cinema chains

Bill Howard, 71, chief executive of Snap Creative in Camarillo, California, has helped turn collectible popcorn buckets into a multi‑million‑dollar revenue stream for major US cinema chains. The company designs limited‑edition containers linked to high‑profile film releases, such as a $50 replica of Christopher Nolan’s IMAX camera and a $70 55‑cm Trojan‑horse model for Nolan’s upcoming movie.

AMC Theatres projects that this year’s bucket sales will generate about $100 million, roughly double the amount reported in 2023. Cinemark Theatres says the merchandise surge lifted its overall merchandise revenue by 40 percent from 2024 to 2025. Executives at both chains, including AMC’s Rich Gelfond, initially doubted demand for $50–$70 buckets, but the first limited run of 2,500 units sold out almost immediately.

Snap Creative worked closely with producer Emma Thomas from the film’s studio to ensure the designs matched key story elements, highlighting how niche collectibles have become an important driver of cinema attendance and ancillary sales.