Going to the movies and settling in with a bucket of popcorn is a time-honored tradition for many people. However, bringing in outside food and drink to enjoy during the show has historically been prohibited or restricted in most movie theaters. This policy has started to shift in recent years, with some theater chains now allowing moviegoers to bring food and drinks purchased outside the venue. So can we now freely eat whatever we want during a movie? Let’s take a closer look at the changing policies around outside food in cinemas.
Why did cinemas prohibit outside food in the first place?
There were a few key reasons why movie theaters traditionally did not allow outside food and drink:
- Revenue – Food and beverage sales represent a significant revenue stream for cinemas. Allowing people to bring their own snacks would cut into those profits.
- Cleanliness – Movie theater staff want to limit the amount of trash and mess within auditoriums. Outside food containers and wrappers could potentially create more clean-up work for them.
- Security – Non-transparent bags and containers brought from outside can pose a security risk in the darkened environment of a movie theater.
- Allergy concerns – With more people having food allergies nowadays, there is a safety issue allowing uncontrolled outside food inside the cinema.
These reasons made most movie theaters establish clear no outside food and drink policies for decades. Patrons had to either purchase concessions at the theater or try to sneak something in undetected.
What led to the change in policies?
In the last 5-10 years, movie theaters have started loosening their once rigid stances for several reasons:
- Competition – With more at-home and on-demand entertainment options available, cinemas have had to adapt to attract customers. Allowing outside food is seen as an added perk.
- Customer demands – Today’s moviegoers, especially younger audiences, expect more flexibility and choices. Strict no outside food rules became a friction point theaters wanted to remove.
- Struggling chains – Major chains like AMC and Regal have faced declining attendance and financial woes in recent years. Permitting outside food is one way they’ve tried to bring customers back.
There has been a clear shift towards accommodating changing consumer preferences and making the moviegoing experience more convenient and customizable.
Which cinema chains now allow outside food?
The largest movie theater chains now permit guests to bring in at least some types of outside food and drinks. Here are the key details on their updated policies:
AMC Theatres
- Allows factory-sealed drinks and snacks
- Hot foods and foods requiring utensils still prohibited
- Alcohol restricted based on local liquor license laws
Regal Cinemas
- Allows any food and snacks, including hot foods
- Guests must bring their own utensils if needed
- Alcohol prohibited
Cinemark
- Allows factory-sealed drinks and snacks
- Hot foods prohibited
- Alcohol restricted based on local liquor license laws
Some smaller regional chains and independent theaters also permit outside food on a case by case basis. It’s a good idea to check the specific policies before visiting.
What kinds of food can you bring in?
While most theaters will now allow you to bring your own snacks and non-alcoholic drinks, there are still some limitations to be aware of:
- Food must come in a sealed bag, container, or wrapping from an outside business. No opened packages or homemade food is permitted.
- Strong odors can be an issue so pungent foods may be prohibited.
- Loud and crunchy items could disturb other guests, so use courtesy.
- Use spill-proof containers for drinks to avoid messes.
- Be mindful of food allergies of nearby audience members.
- Be prepared to remove all wrappers and trash from the theater.
Some easy snack ideas that typically comply with theater rules include things like chips, crackers, candy, factory-sealed drinks, and most fast food items. Check your specific cinema’s guidelines for any restrictions.
Are there exceptions for medical needs?
Most movie theaters will make exceptions to outside food rules for guests with medical dietary needs. For example, people with diabetes or hypoglycemia may need to bring their own snacks to manage blood sugar levels. Some chains like AMC specifically state they will allow guests to bring in any food necessary for medical purposes, regardless of general policy.
It’s recommended that patrons dealing with a medical condition contact the theater in advance to inform them of the situation. This can help avoid confusion or issues at the door when bringing in your own snacks or drinks.
How has this impacted concession stand sales?
When theaters first started experimenting with relaxing outside food policies around 2018, there were concerns about how it might impact high-margin concession sales. However, chains like AMC and Regal reported minimal decreases in food and drink revenue after making the change. In fact, these theaters saw concession spending stay steady or even rise in some cases.
There are a few reasons why allowing outside food hasn’t cannibalized concession sales as feared:
- Many patrons still want the traditional moviegoing experience and will buy popcorn and snacks at the theater out of habit or enjoyment.
- Outside food policies are not heavily promoted so some guests remain unaware.
- People will often still purchase drinks, candy, and popcorn for convenience even if bringing their own food.
- Guests who buy concession items will sometimes also splurge on additional snacks they carried in.
The expanded food freedom has served more as an added perk rather than a replacement for theater food and drinks for most patrons so far.
Does movie quality impact what people bring in?
Interestingly, research from companies like MoviePass suggests the quality and appeal of the movie itself impacts how often people bring food from outside into the theater. Findings showed that audiences were more likely to sneak in snacks when seeing a bad or mediocre film versus a highly-rated blockbuster.
When consumers are excited about the movie, they don’t want the distraction of dealing with outside food. But for dull films, eating external snacks can provide engagement. So the better the film, the less likely people rely on their own provisions.
How can you be courteous with outside snacks?
While policies have relaxed, there are still some etiquette guidelines to keep in mind when bringing your own food and drinks into an auditorium:
- Avoid messy or noisy wrappers that could annoy others.
- Keep odors contained to avoid bothering neighboring patrons.
- Wait until lights fully dim to start snacking or eating.
- Clean up all trash within your space after the movie.
- Don’t block aisles with large bags or containers.
- Be discreet and don’t constantly raise and lower masks to eat.
- No chewing with mouth open or loud slurping of drinks.
Follow basic rules of moviegoing courtesy. While outside snacks may be allowed, other patrons came for an enjoyable viewing experience too.
Will this trend continue post-pandemic?
The move towards permitting outside food and drink was already gaining momentum prior to 2020. But when the pandemic hit, it accelerated some of these policy changes as theaters tried to incentivize worried moviegoers back through their doors.
Now the question is whether these relaxed rules will stick in a post-COVID world. Industry experts seem to think the new status quo is here to stay. Some reasons why:
- Guests have now grown accustomed to bringing their own provisions.
- Adds an edge for theaters competing with streaming services.
- Concession revenues remain stable despite the change.
- Reduces customer frustrations and complaints.
Unless outside food results in a steep sales decline down the road, most cinema chains will likely keep the status quo policies intact moving forward.
Does pricing impact the policy?
Another factor that may sway how firmly theaters stick to these loosened outside food rules is the price of admission. During the pandemic, many chains dropped ticket prices to as low as $5 on certain days to motivate attendance.
But as pricing normalizes again in a post-COVID world, will theaters maintain the relaxed policies even with higher admission costs? Experts say it will depend on the balance. If food freedom boosts attendance enough to offset slightly lower concession revenues, the policies could endure. But theaters may revisit restrictions if ticket sales can’t counterbalance lost food and drink income. This will be an evolving trend to watch.
Should you still buy cinema snacks?
While outside food is now allowed in most theaters, purchasing some cinema snacks is still recommended for an optimal viewing experience:
- Supports the theater – Concession sales are an important revenue stream to sustain cinemas.
- Enhances the atmosphere – For many, a movie just isn’t complete without that traditional popcorn and soda combo.
- Offers convenience – No need to source and transport your own food to the theater.
- Provides variety – Cinemas often have expanded menus beyond just popcorn, with more meal options.
Patrons should enjoy the new freedom to bring their own snacks. But buying at least a few items from theater concession stands helps keep the moviegoing experience thriving.
Conclusion
Movie theaters relaxing their historically strict outside food policies is an evolution that caters to shifting consumer expectations. While some limitations still apply, guests now have more flexibility and customization around eating during a film.
This change did not decimate concession revenues as feared. But theaters will likely continue monitoring sales data and customer feedback to determine if more restrictions need to be reinstated down the road. For now, the era of freely chowing down on your own snacks in the cinema is here to stay.
Patrons should enjoy the new freedom while being courteous to staff and fellow audience members. The more guests who take advantage of the updated policies and have an enjoyable experience, the more likely this consumer-friendly trend is here for the long haul.