Popping into Stardom

by Terry Trahan, Jr.

Caramel-colored kernels flow into the oil-glazed popper. As heat moves in, each kernel releases a spout of steam with an audible pop. Together, the seeds burst into blossoms of yellow and white as they rebuild the vanishing popcorn cloud below.

That’s the scene behind the concessions counter at AMC Houma Palace 10. In the lobby, summer moviegoers form lines and anxiously await the lighting of the “now seating” sign so that they can rush to find the perfect seat.

Each tick of the giant clock mounted above their heads reminds them that the moment is getting closer. Whether it’s the anticipation of experiencing Shrek’s new 3-D world or watching the next chapter of “The Twilight Saga” unfold before their eyes, those looking to escape to the movies don’t mind filling the seats.

Meanwhile, behind the counter, swollen popcorn kernels litter the floor, evidence of spills created during hasty refills. The concessionist’s shoe produces a louder crunch with each new step.

While Woody and the “Toy Story 3” gang devise a contingency plan for their survival on the silver screen, popcorn plays the starring role in the lobby.

“Compared to most snack foods, popcorn is low in calories,” said Genny Bertalmio, a member of the Popcorn Board, based in Chicago.

Each cup of oil-popped, butterless popcorn contains 55 calories. On the concession counter’s cocoa side, a bag of milk chocolate candies adds 240 calories to what is already churning in the stomach.

Calories seldom make the sale in the popcorn world.

“It’s like potato chips. You eat one, and you can’t stop,” a middle-aged moviegoer said as he rushed to grab a large bag of popcorn before hurrying back to his seat.

This wouldn’t have happened in the 1920s.

Theater owners shunned popcorn because of its messy reputation. Independent vendors cashed in on the opportunity by setting up their own poppers outside the theaters, according to the board’s Web site.

During the Depression, popcorn was one of the few snacks families could afford. Bags cost between 5 and 10 cents, leading to an increase in popcorn sales. Theater owners caught on to the popularity of these oil-popped kernels and began to welcome the snack into their venues.

The marriage between movies and popcorn has survived through the years, but the prices of old are long gone. Theaters now place greater value on the revenue that popcorn generates.

“The Twilight Saga: Eclipse” raked in $69 million at theatres over the Fourth of July weekend, making the movie No. 1 at the box office. But it’s popcorn sales that keep the projectors rolling.

Lines at the box office lead to lines at the concession counter. A sign above the soda fountain promotes chicken tenders, while popcorn unobtrusively pops its way into the golden cloud below.

Americans consume more than 16 billion quarts of popcorn each year, according to the board’s Web site. A popular candy may sell out, but a bag of popcorn is always within an arm’s reach.

If the kids throw temper tantrums to see “Despicable Me” over the weekend, don’t forget to grab a bag of popcorn that will last through the trailers and beyond.

Behind the counter, a concessionist fills another bag with the bite-sized movie stars, but a handful bounces out of the bag and onto the yellow-spotted floor.

Crunch.