4th\SW Quadrant: The Approval Matrix
A combination of health-conscious cinemagoers rejecting sugar-coated popcorn and disgust at its distinctive smell is steadily spelling "The End" for the snack in some arthouse cinema chains, the Observer reported.
It quoted Daniel Broch, the owner of the renowned Everyman cinema in London's upmarket Hampstead district, who recently bought 17 more venues.
"I will de-popcorn every new venue I acquire," he said. "It has a disproportionate influence on the space in terms of its overwhelming smell, the cultural idea of it and the operational problems created by the mess it produces.
The Picturehouse Cinema, a chain of 19 cinemas across Britain, will experiment with popcorn-free screenings in September.
But other cinemas which tried to go popcorn-free found customers demanded it.
"Audiences in three venues... began asking for popcorn, so we provided it," said Richard Napper, the marketing director of the Curzon chain. --Yahoo! News