Refillable plastics buckets featuring Verstraete peelable IML labels have been introduced by Cinemark to give customers a new way to enjoy popcorn during a movie.

The concept behind the reusable plastics pack is largely based on brand loyalty. Concessions manager Loreti Boitano explained: “A lot of our customers are frequent cinema visitors and can simply refill their IML bucket. Our former popcorn packaging was made from cardboard, so we started looking for a more sustainable packaging alternative. Fosko proposed this idea in response for long-term customer retention.”

Three removable discount coupons on the IML label means the buckets can be reused up to three times in the cinema.  According to Oscar Peres, business development manager at Verstraete IML, “Peelable IML makes things easier for customers: they don’t have to cut up the packaging or soak the label off. Once the label is removed, customers are left with a sustainable storage container to use at home.

“One of the best features is that it’s environmentally friendly; complying with the ‘3R’ product: 100 per cent reducible, reusable and recyclable.”

More information from Cinemark Theatres, 3900 Dallas Pkwy Ste 500, Plano, Texas 75093, USA. Tel: 1 972 665 1000. Email: [email protected]. Web: cinemark.com