The Incredible Hulk won't be the only green monster in movie theaters this summer. Memphis-based Malco Theatres is the first company in the country to "go green" with environmentally friendly popcorn bags that are also less noisy than your typical popcorn bag.

The bags made their debut at Malco's Paradiso in Memphis and Razorback Cinema in Fayetteville, Ark., on Memorial Day. All 33 Malco locations are expected to use the new bags by September.

Malco's paper supplier, Packaging Concepts of St. Louis, unveiled the new line of Wausau Paper's alternative paper bags. The grease-resistant bags are chlorine-free and made from recycled paper pulp and have earned the Green Seal Certification by meeting stringent manufacturing standards.

The technology for the bags originated from airline air sickness bags. The bags are brown because they're bleach-free, and ink use is restricted. "Most of the ingredients that make it eco-friendlier are the restrictions on ink and the recycled paper," said Larry Etter, Malco's vice president of concessions.

Malco's decision to change, made last summer, was motivated by pricing.

"Pricing on paper products, specifically paper pulp, has increased," said Etter. At the time, Malco was using popcorn tubs.

"We had to decide whether or not to increase the price to our customer. We spend $300,000 a year for tubs and estimate spending $50,000 for bags. It reduces costs significantly and therefore does not increase the prices to our customers."

Malco sells over 1.7 million servings of popcorn a year to 8 million people, Etter said.

The bags come in three sizes: 85 oz., 130 oz., and 170 oz. The largest is the same size as the tub.

Packaging Concepts was developing a green bag when Etter approached the company about Malco's interest in a quiet eco-bag.

"I was concerned about noise in the auditorium," Etter said. "No one wants to hear a bag rattling."

Malco has other eco-friendly initiatives planned. The fourth-generation family-owned and operated company is looking into effective lighting and fixtures, Green Seal approved cleaning supplies, toilet paper, hand tissue and rubber mats made of 100 percent recycled plastic bottles.

The new bags, Etter said, "came from an evolution of trying to save costs, keep the consumer's pocketbook protected, still offering something good for the community and for the theater environment itself."