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“Movie theaters wanted nothing to do with popcorn,” Smith says, “because they were trying to duplicate what was done in real theaters. They had beautiful carpets and rugs and didn’t want popcorn being ground into it.” Movie theaters were trying to appeal to a highbrow clientele, and didn’t want to deal with the distracting trash of concessions–or the distracting noise that snacking during a film would create.
When films added sound in 1927, the movie theater industry opened itself up to a much wider clientele, since literacy was no longer required to attend films (the titles used early silent films restricted their audience). By 1930, attendance to movie theaters had reached 90 million per week. Such a huge patronage created larger possibilities for profits–especially since the sound pictures now muffled snacks–but movie theater owners were still hesitant to bring snacks inside of their theaters.
The Great Depression presented an excellent opportunity for both movies and popcorn. Looking for a cheap diversion, audiences flocked to the movies. And at 5 to 10 cents a bag, popcorn was a luxury that most people were able to afford. Popcorn kernels themselves were a cheap investment for purveyors, and a $10 bag could last for years. If those inside the theaters couldn’t see the financial lure of popcorn, enterprising street vendors didn’t miss a beat: they bought their own popping machines and sold popcorn outside the theaters to moviegoers before they entered the theater. As Smith explains, early movie theaters literally had signs hung outside their coatrooms, requesting that patrons check their popcorn with their coats. Popcorn, it seems, was the original clandestine movie snack.
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– http://blogs.smithsonianmag.com/food/2013/10/why-do-we-eat-popcorn-at-the-movies/