The Popcorn Pricing Trick That Sells More

Ever notice how movie theaters make the large popcorn look like a “no-brainer” deal? That’s no accident. It’s a pricing hack known as the decoy effect, and it’s one of the sneakiest (and smartest) marketing tricks around.

Marketing Analysis

When the medium popcorn price jumps close to the large, customers stop thinking about price and start comparing value. The large now feels like the “smart” choice — even though it’s the most expensive.

Why It Works

• Anchoring: Medium sets a mental comparison point.
• Perceived value: Large looks like a steal for “just $1 more.”
• Simplified decisions: Buyers avoid overthinking and pick “best deal.”
• Boosts average order value without new products.

Examples

• Apple’s iCloud plans: $0.99, $2.99, $9.99 — most pick the middle.
• Starbucks sizing: “Tall” vs. “Grande” vs. “Venti” — Venti dominates.
• Movie theaters see up to 50% higher popcorn revenue with this tweak.

Creative Variations