If there’s anything I really love about going to the movies, it’s the popcorn. No matter what brand I try elsewhere, I have yet to find any that replicates the kind I eat in the theaters. (BTW, for whatever it’s worth, I love it without butter, straight no chaser.)
The people on the sugarcubes liked the ads they saw, and the popcorn eaters didn’t recall much of what they saw at all. As one researcher told The Guardian, “The mundane activity of eating popcorn made participants immune to the pervasive effects of advertising.”
So not only is movie popcorn delicious, it also makes us resistant to the endless ads we see before the movie finally gets rolling. No wonder I chomp down on so much of it before the movie even gets started. In addition, a recent report on Tested tells us that popcorn has done a lot to keep the movie business in business because theaters can make up to 85% profit on concessions.