'Edible Cinema' Provides Snacks to Enhance the Sensory Experience
Cadhla Gray — August 31, 2015 — Marketing
References: ediblecinema & psfk
Edible Cinema is an interactive movie watching experience in England that pairs a tasting sensory adventure with the already visual and audio encapsulating entertainment. Movie-goers take a seat in the theater as usual but are given snack samples that change according to the film they are watching. While the movie plays, a light below each snack will signal which product to try.
Instead of pairing the food literally with the food that characters are eating, the selections are made based on feelings, scents or textures from the movie. For example, during a running forest scene in Pan's Labyrinth, the audience was directed to eat the pine-smoked popcorn that mimicked the scent and crunchy forest floor texture. Edible Cinema's next endeavor will be Charlie and the Chocolate Factory. With interactive experiences all the rage, many excited young people will be treated to snacks like three-course dinner gum and Augustus-flavored chocolate-covered Goop.
Instead of pairing the food literally with the food that characters are eating, the selections are made based on feelings, scents or textures from the movie. For example, during a running forest scene in Pan's Labyrinth, the audience was directed to eat the pine-smoked popcorn that mimicked the scent and crunchy forest floor texture. Edible Cinema's next endeavor will be Charlie and the Chocolate Factory. With interactive experiences all the rage, many excited young people will be treated to snacks like three-course dinner gum and Augustus-flavored chocolate-covered Goop.
Trend Themes
1. Interactive Movie Experiences - Cinemas and other entertainment industries can leverage this concept to create more immersive experiences for their audiences by introducing interactive features like interactive food and drinks, virtual reality experiences, and interactive stage designs.
2. Sensory Food Pairing - This technique of pairing food with emotions, scents, and textures can be utilized in restaurants, bars, and other industries that provide food and drink experiences to their customers. Brands can curate a unique, multi-sensory experience for their customers by pairing foods with unique sounds, smells or textures that complement the dish.
3. Multi-sensory Experiences - The trend of blending multiple senses to create a unique experience is on the rise. Brands and businesses can leverage this trend by creating more immersive, multi-sensory experiences that engage all of the customer's senses, such as touch, smell, sight, taste, and even sound.
Industry Implications
1. Cinemas and Movie Theaters - Cinemas and movie theaters can leverage this trend by introducing more interactive experiences for their customers that include edible snacks, virtual reality experiences, and interactive stage designs. This will enhance the overall movie-going experience for their audiences.
2. Food and Beverage Industry - Restaurants, bars, and other businesses in the food and beverage industry can use the concept of sensory food pairing to create unique food and drink experiences for their customers. Brands can curate a multi-sensory experience by pairing foods with unique sounds, smells or textures that complement the dish.
3. Event & Experience Industry - The trend of multi-sensory experiences can be used by event and experience industries to create more immersive experiences for their customers. This can include introducing interactive installations, using soundscapes or engaging in experiential marketing campaigns that trigger multiple senses.
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