When new ownership took over in Detroit a few years ago they tried their best to turn the game into a circus. Lots of lasers, dub-step, MC Hammer & Bobby Brown performing at half-time, cheerleaders pelting fans with balled up t-shirts any time someone hit a 3-pointer (threes for tees), and yes, empty pizza boxes being parachuted from the ceiling with coupons for a free Papa Johns pizza slice.
That said, it's comically overdone in NBA 2K18. It seems like the development team has something going on with the crowd where things like that either have to happen all the time or never at all. It was the same problem with the Fat Heads a few years ago.
It'd be cooler if things like the parachutes and fat heads happened occasionally but most certainly not after every single time-out. It's strange. Also, super small detail, but these parachutes probably shouldn't drop at all for classic teams. In fact, a small amount of research should be conducted to figure out which teams actually do this and how often.
I work at the United Center and the parachute drop literally happens 1 time in the 4th quarter. For it to happen all game every game in 2k is drastically overdone. Their t shirt budget went thru the roof this season lol