Movie theaters should sell “limited edition” merchandise (tshirts, posters, figurines, comics, games…) in a gift shop for profit rather than charging $5 water or $15 popcorn
Movie theaters make their money off of the “$5 water or $15 popcorn” because the movie industry takes more or less %100 of the profits off the tickets. So my salary and other movie theatre employees make their money off of concessions. If the theaters sell “limited edition merchandise” where would they get it? From the theatre company? Marvel or Disney or whatever?
Besides, the thratres already do something similar to this, for instance the theatre I work at sells Star Wars 3D glasses and cups but they’re very expensive so Disney and the theatre can make a profit.
Tl;dr movie theaters make money off of concessions so there’s really nothing that can be done plus some thratres already sell that kind of limited edition merchandise.