Open Letter to AMC: Bring Back the Popcorn Throw

Dear AMC,

I’m a devoted fan. Over the past two years you’ve shown nearly every film I wanted to see. Your A-List program has been a game-changer, and those reclining seats feel like thrones compared to what used to be standard. I visit my local AMC two to three times a week, and I usually buy a second ticket for a friend and purchase concessions. I may not be your single biggest customer, but I’m in the top tier of regular visitors to your theaters.

That’s why I’m writing: I’ve been disappointed by a small but meaningful change during my last several visits. You know the short etiquette clip that plays after previews? The one that gently reminds people not to talk, not to text, and to be considerate? It used to include a moment that made me smile—a man eating popcorn who gets startled, jumps, and inadvertently throws his popcorn into the air. That tiny bit of physical comedy transformed an otherwise bland corporate clip into something warm and human.

What happened to that popcorn throw?

The throw did more than get a laugh. It brought the theater experience to life in a second: a reminder that real people sit in real seats, that unexpected reactions happen, and that the communal experience of seeing a movie can be both tender and funny. The startled jump and the mess of popcorn on a lap conveyed vulnerability and surprise in a way a sterile, poster-perfect shot never could. It felt honest.

Now that that moment is gone, something in the preview reel feels flatter. I find myself less amused during those pre-show moments, and I miss that small, human touch. It was a brief joy—almost unconscious, but genuine—and its absence is more noticeable than I expected. I watch the screen, waiting for that one little scene that used to reset my mood before a film. When it isn’t there, the previews and reminders feel more like corporate reminders and less like an invitation to a shared experience.

I understand there are many reasons a company might change its pre-show content. Perhaps it was a licensing decision, a branding update, or a creative refresh aimed at a different tone. Still, I hope whoever makes those decisions will consider how much audience goodwill came from that single, silly moment. It didn’t cost anything and it added personality to the brand.

This is a small ask with outsized impact: please bring back the popcorn throw. Reinstate that short, harmless piece of theater humanity. It doesn’t have to be the same clip frame-for-frame—any moment that acknowledges the small, awkward, and joyful realities of moviegoing would restore the warmth the theater experience used to offer before the film starts.

Short of that, I’d happily accept some good will in other forms: a concession credit, a free popcorn upgrade, or even a little note recognizing regulars at the register. Those gestures are appreciated, and they underscore why so many of us remain loyal customers. I value your theaters, your service, and the modern comforts you’ve introduced. This is simply a friendly plea to bring back a tiny piece of charm that made my visits—and, I suspect, many other patrons’ visits—just a bit brighter.

Thank you for listening and for everything you already do to make the moviegoing experience great. I hope to see the popcorn throw—or a worthy substitute—on the screen again soon.

Sincerely,

Jacob Davis

The Film Magazine

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