Forget the traditional salt, Brits now load up their cinema popcorn with little luxuries like sweets, hot dogs, jalapeños, and salsa.

For decades, a bucket of crunchy corn has been as integral to going to the movies as the (interminable) ads, with two-thirds saying it is still an essential part of the experience.

But new research by mobile provider Three UK has revealed that three-quarters of Brits (76%) indulge in more premium 'loaded' and upgraded snacks at the movies, with a 76% rise in the past two years. In fact, more than half (57%) now prefer it to plain varieties.

To help meet demand for this food craze, Three has partnered with Cineworld to bring exclusive new flavours of loaded popcorn to cinemas across the UK this Friday.

The snack upgrades may even be playing a role in attracting us back to the cinema after streaming and the coronavirus pandemic hit attendances. Nearly three in four (72%) confess that they look forward to their treats as much as the movie itself.

Social media is also part of the trend, with 61% picking snacks that they've seen online and a third admitting to snapping a photo of their popcorn for their socials before digging in.

And, UK snackers are getting more adventurous, as 79% would happily mix in chocolate or sweets, 56% prefer to pair their popcorn with savoury toppings like nacho cheese, while almost a quarter (17%) would go the whole hog and add hot dog pieces to their snack.

Cinemagoers can sample three festive creations inspired by classic cinema favourites, alongside their £3 Cineworld cinema tickets exclusively for Three customers from Friday to Sunday with the Three+ rewards app, giving customers more ways to enjoy the little moments.

Pick 'n' Mix sees sweet popcorn loaded with classic pick 'n' mix favourites, featuring 'Three' candy canes and drizzled with indulgent chocolate sauce.

The spicy Nacho Average features salty popcorn with cheese sauce, jalapeño bits and salsa, plus cranberry sauce and a dash of nutmeg.

Last, but not least, The Pop Dog has chunks of chopped up frankfurter sausages on salty popcorn, with crispy dried fried onion and topped off with American mustard and cranberry sauce.

Popcorn remains at the heart of Brits' cinema experience, with 77% of adults recalling its smell or taste as a key part of visiting the movies, while 22% see it as a little reward that makes the outing even more special.

The festive loaded popcorn will be available exclusively to Three customers at Cineworld cinemas in London, Cardiff and Edinburgh on Friday 12th December.

To claim, customers simply need to download and register with Three+ rewards (https://threeplus.three.co.uk/). Then show the app and their Cineworld ticket to Three's usherettes, giving cinema fans even more to enjoy at the movies.