People headed to cinemas to see the new “Star Wars” next month will encounter more than the usual concession-stand popcorn and Raisinets. Theater chains, seeking to capture a bigger share of “The Force Awakens” bonanza, are creating pop-up stores to sell posters and key chains -- and pouring “Yoda-rita” cocktails.
“Star Wars: The Force Awakens,” which opens Dec. 18, is forecast by BoxOffice.com to be the top-grossing movie of all time. But because of the way Hollywood structures agreements, exhibitors will pay a higher share of ticket revenue to distributor Walt Disney Co. than with most other films. “Well north of 60 percent,” estimates Eric Wold, an analyst with B. Riley & Co.
