Pop-up stores, Yoda-inspired cocktails accompany 'Star Wars' screenings
People headed to see "Star Wars: The Force Awakens" next week will encounter more than the usual concession-stand food and drinks.
Seeking to capture a bigger share of "The Force Awakens" bonanza, theaters are creating pop-up stores to sell posters and key chains - and pouring "Yoda-rita" cocktails.
"The Force Awakens" will first show at 7 p.m. Thursday, Dec. 17, and it's predicted to be the top-grossing movie of all time, according to boxoffice.com.
Because of how Hollywood structures agreements, exhibitors will pay a higher share of ticket revenues to distributor Walt Disney Co. than they do for other films, which is why theaters are getting creative with concession and merchandise sales. Theaters are also offering round-the-clock screenings, group sales and premium showings in 3-D and Imax formats to boost sales.
Locally, Marcus Corp., which has locations in Addison, Elgin and Gurnee, will have pop-ups in its 54 theaters, a first for the company. It will screen the picture around-the-clock on opening weekend.
Marcus' Addison Cinema will show a marathon of six previous live-action "Star Wars" films beginning at 2 a.m. Thursday, Dec. 17, climaxing with the 7 p.m. showing of "The Force Awakens."
Addison Cinema will also sell "Star Wars" alcoholic drinks, including the vodka-based Lightsaber, raspberry schnapps-based The Force and the hard root beer concoction The Dark Side. Plus, concession stands will sell souvenir popcorn containers emblazoned with "Star Wars" characters, said Rolando Rodriguez, CEO of Marcus's theater unit.
Dine-in theater chain Studio Movie Grill will introduce a themed brunch - with cinnamon-flavored "Princess Leia Buns" for $6.95 - to cater to early risers catching the film at its 23 locations, including Wheaton.
Cocktails called "Tattoine Sunrise Mimosa" will go for $5 and "Yoda-rita" will be an under-$10 twist on the Margarita using Sauza Blue Reposado tequila.
Classic Cinemas CEO Chris Johnson said that "The Force Awakens" will open at 10 of the chain's 13 suburban theaters, with 25 to 30 screens committed to the movie, depending on audience demand.
Although Classic will not be offering specialty drinks or sales items tied to "Star Wars," it will feature in-person appearances by the Midwest Garrison 501st Legion (Vader's Fist) of imperial storm troopers, Johnson said. See classiccinemas.com and midwestgarrison.com for details.
Classic does have one edge over other theater chains. Its Tivoli Theatre in Downers Grove seats 1,000 viewers, roughly the same number as the now-defunct Woodfield Theater No. 1 auditorium in Schaumburg where an entire generation of Northwest suburbanites witnessed "The Empire Strikes Back" and "Return of the Jedi" on the silver screen.
At Carmike Cinemas Inc., owner of Muvico Rosemont 18, $40 will buy you a "Star Wars" T-shirt, unlimited popcorn and refills in collectible drink cups.
Advance sales are running three times that of those sold for "Hunger Games: Mockingjay Part 2," Rodriguez said.
"This is bigger than anything I've seen and I've seen a lot, including 'Harry Potter,'" said Walt Disney Studios Chairman Alan Horn, who helped oversee that franchise while at rival Warner Bros.
• Film critic Dann Gire contributed to this report.