HOME THEATERS BOOST POPCORN CRAVINGS.

• Position: Brief Article

When Americans think popcorn, they invariably conjure images of buttery tubs of movie theater fare. However, a poll by the American Pop Corn Co., Sioux City, Iowa, suggests that the "silver screen snack" is taking on a greater role in the home theater experience.

More than 60% of the respondents selected "television time"--watching movies on video or TV shows--as the image they most closely link to popcorn. What is more, not only do Americans pair popcorn with TV in their minds, television time is when they actually eat the most popcorn, too. "Consumers are, essentially, taking their long-standing passion for popcorn and movies and re-creating the movie theater experience in their own homes," indicates Garry Smith, vice president of Jolly Time Pop Corn.

Home consumption of...