Why the Dune: Part Two popcorn bucket was a marketing breakthrough

The Dune popcorn bucket looked like a joke, but I think it was brilliant marketing. It accidentally showed that popcorn buckets could sell movies, not just the other way around. The bucket was made to promote Dune: Part Two (2024), starring Timothée Chalamet and Zendaya.

Three companies approved the Dune popcorn bucket before release

Before the bucket ever reached movie theaters, three different companies signed off on it: the manufacturer, AMC and Legendary Pictures. Somehow all three looked at it and saw nothing wrong.

Once it was released, the internet reacted very differently. Within days, the bucket had become a viral sensation, and it was even parodied on SNL.

Florence Pugh, Josh Brolin and Zendaya on the popcorn bucket

The cast were asked about the bucket on the film's promotional tour. Florence Pugh said it was not okay. Josh Brolin said he'd rather starve than put his hand in it.

Zendaya saw the genius in it. As ridiculous as the whole thing was, she pointed out that from a marketing perspective it was brilliant.

How Dune turned popcorn buckets into movie marketing

I think Zendaya was right. Until then, popcorn buckets had been souvenirs that theaters sold to fans to make some extra money.

Dune stumbled onto something else entirely. Instead of using movies to sell popcorn buckets, studios could now use popcorn buckets to sell movies. And the best part was that Warner Bros. wasn't even paying for any of that publicity.