You may be too young to remember this, but 20 years ago, Calvin Klein – the OG of American sportswear himself – created a bit of a media sensation when he became the first designer to publish advertisements on popcorn bags sold in movie theaters.
Klein, then at the height of his influence as a pop-culture provocateur, set a new tone for marketing in theaters that were, at the time, seen as a respite from the cold, cruel world of advertising. He did this simply by promoting his jeans and fragrances on bags of popcorn. It was a big deal then, anyway, when cell phones were just toys.
