“There is no sincerer love than the love of food", said George Bernard Shaw once, and with the recession still biting down hard on the globe, it's not just music, arts and film that are offering a moment of much needed escapism. Food, that most basic of needs, is now an established passion point in its own right, and one that is becoming more deeply engrained in the wider canon of entertainment culture.
For example, food is making serious inroads as an essential accompaniment to music entertainment, with a variety of cross-genre festivals cropping up (The Great Googa Mooga, Harvest at Jimmy’s, The Big Feastival) as burger van fare side steps to make way for a more expressive set of culinary activations.
Designer dining pop ups are also extremely prevalent, whether it be the Toffie Pop Culture Design Banquet experience in Cape Town, the Wild Food Kitchen in London, or the mass participation foodie flash mob that is Diner en Blanc. Each is turning the necessity of eating into an elaborate experiential event – the new ‘social dining’, if you will.
Naturally, with such a prolific rise in pop up cinema (Secret Cinema, branded film clubs, etc) and pop up food events of late, it was only a matter of time before someone decided to combine these two increasingly popular passion points in to one symbiotic entertainment experience.
So up steps ‘Edible Cinema’ offering a niche, but interesting, take on the extra sensory cinematic experience. The Electric Cinema in Portobello Road has partnered up with experimental food designer Andrew Stellitano on a culinary event which will see cinema goers tucking into specially prepared food packages during a screening of Guillermo Del Toro’s Pan’s Labyrinth. The food on offer mirrors key taste sensations in the film in an effort to evoke a more realistic portrayal of the director’s world. We're not sure on the logistics (popcorn rustlers are bad enough) but the concept and sentiment is clearly indicative of food's new position at the heart of entertainment.
Food in many ways is the ultimate entertainment medium - film, music and art are optional, but everyone has to eat - and we anticipate a surge of activity that merges the culinary with the broader world of entertainment as we move into 2013…