GustaCine
Made with ❤️ by Rohit Ashok Khot & Jung-Ying (Lois) Yi
GustaCine revolutionizes the way we enjoy movies by combining the magic of cinema with the tantalizing flavors of multi-flavored popcorn. With its innovative approach, GustaCine transforms the taste of popcorn in real-time, using specially curated seasonings that perfectly complement the emotions portrayed on screen. This extraordinary fusion of flavors and feelings creates a one-of-a-kind cinematic experience, where every bite of popcorn becomes an integral part of the movie's narrative. By immersing ourselves in this unique sensory journey, we not only develop a deeper appreciation for food but also become more mindful of the textures and tastes that surround us. GustaCine not only enhances our enjoyment of movies but also contributes to sustainable food-service design, making it a truly enriching and fulfilling cinema-watching experience.
What makes GustaCine unique?
In the realm of cinematic innovation, GustaCine emerges as a groundbreaking cross-modal experience that transcends the traditional boundaries of movie-watching. This avant-garde concept transforms the act of consuming cinema into a multisensory culinary odyssey, weaving together the pleasures of visual storytelling with the gastronomic delights of expertly flavored popcorn.
GustaCine in Action
Radical Cinematic Interpretation
While popcorn has long been a staple of the cinema experience, GustaCine catapults this iconic treat into new dimensions. By dynamically altering popcorn flavors in real-time through carefully curated seasonings, GustaCine ingeniously syncs taste with on-screen emotions. This radical approach not only revitalizes the cinematic-food landscape but also positions GustaCine as a revolutionary force, allowing viewers to literally taste and consume the essence of movies.
Grounded in Industry Trends
Amid a 14% decline in cinema attendance over the past decade in Australia, GustaCine seizes the opportunity to redefine the cinematic experience. Recognizing the shift in audience preferences toward home viewing options, including streaming services and HD videos, GustaCine aligns with the need for cinemas to evolve. Building on the success of 4D and 5D cinemas, GustaCine introduces a novel synergy of gastronomy and cinema, promising benefits such as mindful eating during screenings, an enriched cinematic journey, and strengthened partnerships between food delivery services and media industries.
Contextualizing Cinema Merchandising
GustaCine not only disrupts the cinema experience but also offers a new frontier for movie branding and merchandising. While established franchises have long tapped into merchandising for economic gains, GustaCine introduces a completely novel class of movie branding. Chefs and cinema artists collaborate to map flavors to emotions, expanding GustaCine's palate beyond popcorn to include other culinary delights. This contextual integration of cinema merchandising marks GustaCine as a trailblazer, promising unique and memorable experiences that redefine audience loyalty. In the landscape of GustaCine, movies are not merely watched; they are savored, tasted, and felt. As GustaCine pioneers this revolutionary fusion of cinema and gastronomy, it not only enhances the movie-watching experience but also sets the stage for a paradigm shift in the way we consume and engage with cinematic narratives.
Research publications
Rohit Ashok Khot, Jung-Ying Yi. 2020. GustaCine: Towards Designing a Gustatory Cinematic Experience. Proceedings of the Fourteenth International Conference on Tangible, Embedded, and Embodied Interaction (TEI'20), ACM, pp 757-770.