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British chain Odeon is going all in with collectible merchandise for the upcoming debut of Doomsday, a move driven by the reality that exhibitors might not get another chance to maximize concession revenue during the holidays. The new lineup includes popcorn buckets and related merch under the Marvel Studios banner featuring Doctor Doom and Galactus. This strategy highlights how theaters are betting on items fans can take home rather than just snacks sold inside.
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