Pricey movie theater concessions, after all, are responsible for roughly 40 percent of a cinema's profits. Movie theater managers saw their operation much like live theater, with a slightly reverential atmosphere. Movie theater snacks were originally peddled by vendors. Best of all, the popcorn’s delicious aroma permeated movie theater lobbies—making for the perfect sales tool. Movie theater popcorn will always taste different than microwave popcorn, and it’s not just because it comes from a popper.