One of the most visible cinema trends of the last few years has been hiding in plain sight at the concessions stand. Popcorn buckets, branded drinkware, collectibles and film-specific merchandise are becoming part of the moviegoing ritual, creating new opportunities for exhibitors to drive spend, generate social media attention and collaborate with studios around major releases. This CJ Cinema Summit session will bring together operators and vendors to discuss what works, what does not, how inventory and licensing should be managed, and how cinemas can prepare for the 2027 summer movie season.