GustaCine is an innovative cross-modal cinematic experience that allows viewers to experience and savor cinematic moments through the gastronomic pleasures of multi-flavoured popcorn. GustaCine alters the flavours of popcorn in real time with the use of evocative seasonings. Each seasoning is carefully crafted to respond to emotions represented on screen. Through the unique interplay of flavours and emotions, GustaCine creates an authentic signature of the movie narrative, leading to an enhanced appreciation of food and heightened mindfulness of textures and tastes. The experience contributes to the sustainable food-service design and richer cinema-watching experience.

Over the last 10 years, the number of people attending cinemas in Australia has dropped by 14% while viewing options at home have increased rapidly—from streaming and HD videos to cable TV. Going by the trend, in the future, cinemas will need to be “much more attentive to changes in people’s taste about what they want from an experience”. 4D and 5D cinemas are examples of active commercial endeavours to address this need. GustaCine builds on this trend by creating an innovative and engaging symbiosis of gastronomic and cinematic experience. Its potential benefits include mindful eating while watching; a richer cinematic experience and; a better partnership between food delivery services and media industries.

Movie Merchandising has long been the economic long tail (from toys to ship cruises). From Star Wars onwards, branded products and services have offered audiences mechanisms by which to maintain their loyalty while creating unique memorable experiences associated with their cinema-going activities. GustaCine has the potential to offer a completely new class of movie branding and merchandising. Chefs and cinema artists can contribute to the flavour-emotion mapping and expand the palate of GustaCine to other foods besides popcorn.