Electric Cinema's Edible Cinema Uses Food to Enhance Films
Michael Hines — June 15, 2012 — Lifestyle
References: electriccinema & springwise
London's Electric Cinema is experimenting with a new type of movie watching, dubbed edible cinema. The name may lead you to think that the theater is giving away edible film reels, but rest assured, they aren't. Instead, edible cinema is all about using food to heighten the experience of watching a movie.
Electric Cinema's first edible cinema film was "Pan's Labyrinth." Before the movie, guests were given numbered packets of food. At the appropriate time, a numbered placard would appear, instructing the audience members to eat. Edible cinema is still a relatively new concept, and Electric Cinema is working to refine the experience. Tickets to the event weren't cheap, selling for about $34 apiece. That's a lot of money to see an older film, but it isn't hard to imagine movie junkies shelling out that much to see a new release.
Electric Cinema's first edible cinema film was "Pan's Labyrinth." Before the movie, guests were given numbered packets of food. At the appropriate time, a numbered placard would appear, instructing the audience members to eat. Edible cinema is still a relatively new concept, and Electric Cinema is working to refine the experience. Tickets to the event weren't cheap, selling for about $34 apiece. That's a lot of money to see an older film, but it isn't hard to imagine movie junkies shelling out that much to see a new release.
Trend Themes
1. Edible Cinema - Using food to enhance the movie experience is a disruptive trend that creates opportunities for cinemas to offer unique and memorable movie experiences.
2. Multi-sensory Entertainment - Integrating different sensory experiences like food with traditional ones like movies is a trend that creates opportunities for entertainment companies to innovate and differentiate.
3. Luxury Movie Viewing - Offering high-end and unique experiences like edible cinema creates opportunities for luxury cinemas to cater to a niche audience and charge premium prices.
Industry Implications
1. Cinema - Edible cinema presents an opportunity for cinemas to differentiate themselves and offer unique experiences that can attract a wider audience and increase attendance.
2. Food & Beverage - Partnering with cinemas to provide food experiences like edible cinema presents an opportunity for food and beverage companies to expand their marketing and reach new customers.
3. Experience Economy - Edible cinema is a trend that presents opportunities for experience economy players to create unique and memorable experiences that can differentiate them from competitors and create brand loyalty.
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