AMC Introduces Double Sandworm Buckets to Drive Popcorn Revenue

2026-10-29 companies

Leawood, Thursday, 29 October 2026.
AMC Theatres revealed two novel popcorn vessels for ‘Dune: Part Three,’ aiming to capitalize on high-margin merchandise projected to generate over $100 million for the chain this year.

A Viral Merchandise Strategy Turns Popcorn Into Gold

AMC Theatres (NYSE: AMC) has rolled out its most ambitious themed merchandise campaign yet, featuring two new collectible popcorn vessels for Dune: Part Three—the “Double Sandworm” and “Sandworm Thumper”—designed to replicate the viral success of its 2024 predecessor. The initiative underscores a deliberate pivot from traditional concession sales to high-margin promotional collectibles, a strategy that has transformed popcorn buckets into a $100 million-plus revenue stream for the theater chain in 2026. AMC CEO Adam Aron projected the circuit will earn more than $100 million this year on themed popcorn tins alone, a figure that highlights the financial stakes of AMC’s merchandising gamble [1][3][5]. The new designs, unveiled on October 28, 2026, are engineered to leverage the franchise’s built-in fanbase while capitalizing on the cultural cachet of viral novelty items.

From Gimmick to Goldmine: The Evolution of Themed Concessions

What began as a niche marketing tactic has evolved into a cornerstone of AMC’s revenue model, with themed merchandise now rivaling ticket sales in profitability. The 2024 introduction of the Dune: Part Two sandworm popcorn bucket—a $24.99 item priced at a 300% markup over standard concessions—sparked a secondary market frenzy, with resale prices soaring as high as $80 on platforms like eBay. Hank Green, AMC’s senior VP of food and beverage, emphasized the strategic shift: ‘The AMC Sandworm popcorn bucket for Dune: Part Two became a viral phenomenon, and we knew that Dune fans would have high expectations for what came next’ [1][2][5]. This evolution reflects a broader industry trend, where exclusive collectibles drive foot traffic and social media engagement, particularly ahead of tentpole releases.

The Dual-Sandworm Phenomenon: Designs That Sparked Laughter and Sales

The Dune: Part Three collection includes the “Double Sandworm”—a two-headed Shai-Hulud vessel marketed as ‘perfect for couples’—and the “Sandworm Thumper,” a working design inspired by the Fremen’s desert tools. Both designs have reignited online discourse, with critics and consumers alike dissecting their suggestive aesthetics. The Double Sandworm’s NSFW resemblance to adult toys was parodied in a Saturday Night Live sketch, further amplifying its viral potential. AMC’s decision to lean into the controversy underscores a calculated risk: ‘From the moment we started planning the Dune: Part Three collectibles, our goal was to exceed those fan expectations,’ Green noted [2][3][5]. The merchandise will be available at AMC locations in the U.S. and Odeon Cinemas in Europe, with pricing to be announced closer to the film’s December 18, 2026, release.

Dune: Part Three is poised to conclude Denis Villeneuve’s epic trilogy on December 18, 2026, and AMC’s collectibles are already generating pre-release momentum. The chain’s strategy hinges on the franchise’s star power—featuring returning cast members Timothée Chalamet, Zendaya, and Rebecca Ferguson—as well as the cultural staying power of its viral predecessors [1][3]. Industry analysts note that AMC’s themed merchandise has become a bellwether for theatrical success, with collectibles like the Trojan Horse bucket for The Odyssey and the red purse for The Devil Wears Prada 2 setting benchmarks for profitability. As AMC prepares to capitalize on Dune’s final chapter, the theater chain is betting that novelty and nostalgia will translate into record-breaking concession revenues.

Sources

AMC Entertainment Movie merchandise