YouGov Profiles data shows that in Britain, the type of cinema experience strongly correlates with both how much people spend on refreshments and what they buy. While 2D screenings remain the most common format, premium and event screenings are linked to higher snack spending and different product mixes, offering opportunities for targeted concessions marketing.

Premium formats mean higher-value baskets
At standard 2D screenings, 30% say they buy nothing at the concession stand, and only 11% spend more than £20. In contrast, that “nothing” share drops to 15% for 3D films, 12% for 4DX, and 21% for both big-screen events and IMAX. The proportion spending over £20 rises sharply: 31% for 3D, 46% for 4DX, 37% for big-screen events, and 22% for IMAX.

Different formats, different snacks
The type of refreshments purchased also shifts with the format. For 3D and IMAX, the classic pairing of popcorn and soft drinks dominates. In 3D screenings, 62% buy popcorn and 54% buy pop or soda; IMAX audiences are nearly as likely (58% and 47%).

4DX screenings see a broader food mix. Alongside popcorn (53%), there’s higher demand for coffee-based drinks (27%), hot dogs (22%), nachos (24%), and milkshakes (21%), items less common in 2D settings. Big-screen events stand out as the strongest format for alcohol and indulgent treats: wine (16%), beer (12%), and ice cream (24%) all peak here.

By comparison, 25% of 2D attendees say they buy none of the listed refreshments, more than double the share for 3D (11%) and nearly triple that of 4DX (9%).

Marketing implications
The findings suggest clear segmentation opportunities for concessions and brand activations. Premium formats like 4DX not only correlate with higher spend but also a wider range of purchases, making them ideal for promoting specialty items. Big-screen events offer a stronger market for alcohol and higher-end snacks, while 3D and IMAX remain strongholds for the traditional popcorn-and-soda combo.

For cinema operators, matching product offerings to the audience profile of each format could help maximise per-capita spend. For FMCG brands, aligning campaigns with the right format could ensure products are seen, and purchased, by the audiences most likely to buy them.