N. Raghuraman's column: If marketing is right, you can sell anything, at any price

If you're someone who knows nothing about racing, F1: The Movie, released last weekend, could be a good movie to explore in the world of Formula One. Some of the technical jargon of the film may not be understood, but it is so adorable to watch that you will not be able to move from the chair for 2.36 hours. Because they filmed it with real drivers like Max Verstappen, Charles Leclerc and Lewis Hamilton. The film was filmed during the real racing of 2023 and 2024. The sound of it will fill you with excitement. The manufacturers have also touched on the essential technical aspects of making a 'perfect' car for racing and the physics behind it. In fact, it gives the best introduction to the world of racing. Brad Pitt and Damson Idris have played their characters so impressively, which makes people curious to know about F1. But while watching this film, I did not realize that there is a business of millions of rupees hidden behind a big bucket of popcorn. Popcorn has been a major source of income for movie theaters and performers for many decades. Now, the bucket in which they are kept is becoming equally important. This is why the theater business is booming all over the world. I realised this yesterday when my cousin's son spoke from America and narrated his experience of watching 'F1: The Movie'. I've seen this movie three times. Not because he likes the film's protagonist Brad Pitt, but because the first couple of times he couldn't get the new F1 popcorn bucket, because it was out in the theater. These buckets look like nothing but helmets, in which you can keep popcorn. But they range in price from $25 to $85, depending on what drinks and products one is buying. Yes, people pay such a huge price for this plastic waste, which you and I don't even like to keep in our garages. The boy owns 18 such popcorn containers, which were launched by theater and movie owners in the last few years. Search for popcorn buckets on Google. They are available in online stores at a price of more than $ 124.99 i.e. about 10 thousand rupees, including shipping. Theaters have cashed out the popcorn bucket. They are using these special items to create a sense of rush to watch big movies and add some value to your theater experiences. I don't know what it's like to eat popcorn from a container in the dark. But I am sure that this is definitely increasing the income of those who are showcasing the film. Filmmakers and theatre owners feel that these special popcorn buckets add value to the audience's journey and they have a memory that they can decorate at home on the way back. These new things like popcorn buckets, drink sippers, t-shirts are not only increasing the income of millions, but cine lovers are coming to theaters for their enjoyment and going back with some such things. At a time when box office sales have not reached pre-Covid levels, the plastic popcorn bucket, which gives big profits, is probably the best news for theatres in years. It is also interesting that the craze for collecting such plastic containers is going to continue for many years to come. If not, then why are designers already working on a prototype of the popcorn bucket for 'Sonic the Hedgehog 4' and 'Godzilla x Kong Supernova' to be released in early 2027? The funda is that if you have the right marketing techniques and you understand the pulse of the customers of different age groups buying the product, then you can sell anything, at any price. The outside world is ready to spend money. Are you ready to seize this opportunity?