A24’s Popcorn Bucket For 'You Can See Everything' Is All About Transparency, Literally

A24 is remarkably good at turning its films into collectible merchandise, and the You Can See Everything popcorn bucket might just be its most revealing idea yet. 

Instead of the elaborate sculptural containers that have taken over movie theaters, this one is completely transparent, with a simple, scalloped rim, a black A24 logo, and the words “YOU CAN SEE EVERYTHING” printed right across the front. The design takes the film’s fascination with transparency and its questioning of documentary truth and turns both into a wonderfully literal packaging concept.

Film merchandise has become increasingly collectible, and A24 proves that power with a simple but extremely clever idea.