Photo by charamelody via Flickr/CC.

Photo by charamelody via Flickr/CC.

Researchers in Germany say eating popcorn at the movie theater can reduce the effectiveness of advertising that comes on before the movie. The study was published in the Journal of Consumer Psychology.

Scott Roxborough gnawed on the details for The Hollywood Reporter and joined KCRW’s Steve Chiotakis with more.

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  • Jessica

    That is interesting, but definitely believable. When you've just sat down in the theater you're not ready to focus yet, and often you don't hear much when chewing the popcorn, at least not when it's stuff you don't really want to hear anyways!