As Rohit Shetty’s Chennai Express rolls in this Friday, select cinema halls across the country will give audiences a taste of delicious snacks from different Indian states
If you are wondering how, we can let you in on a little secret. The exhibitor chain Rathi Group of Cinemas has tied up with a Kolkata-based company Mukharochak Foods to offer popular snack dishes like jhaalmuri from Kolkata, kabuli chana chaat from Delhi and bhel from Mumbai at some of their theatres in their cinema hall chain.
Starting with the Shahrukh Khan-Deepika Padukone starrer, the mouth-watering experience will extend to Milan Luthria’s Once Upon A Time in Mumbai Dobaara!, followed by Prakash Jha’s Satyagraha. OUATIMD producer Ekta Kapoor is kicked about the idea! “It’s a novel initiative in elevating the viewer’s movie-watching experience,” she quips.
Akshaye Rathi, the brain behind the association with the Kolkata-based company, excitedly says, “Indians are passionate about films and food, so it can’t get better than offering the best of both worlds”. Indeed, with pathbreaking marketing concepts such as these, Bollywood sure is a fine feast!