How movies decide what Delhi eats at cinema halls

Snacking and movie-watching go hand in hand but the genre of the film determines what you order at the theatres, say exhibitors. While comedy and family films see movie buffs ordering a large amount of eatables, chewing popcorn during a horror movie can literally lead to popcorn shaming! Snacks are a must while watching most films but moviegoers say that when it comes to horror and romantic films, it’s indeed a snack-free show.
Food sales are lowest during horror movie screenings: exhibitors
Have you ever tried eating popcorn while watching a horror movie? Those who have ‘dared’ to do so narrate their experiences where they have felt embarrassed and guilty for spoiling other people’s movie-watching experience.
Aakash Dahiya, a lecturer, says, “People shame you for every crunch, every sound. I am not even exaggerating! When I went to watch 'The Nun', I bought a tub of popcorn before the film began. The person seated next to me asked, ‘Are you going to eat this during the movie?’ In a few minutes, I realised what a big mistake I had made. Every crunch sounds so loud that the person in the row in front of you will turn and stare at you. While the person sitting next to you will ask you to be quiet! How can you eat popcorn without making any crunching noise?”
Another moviegoer, Anshuman Dutta, who works in a shopping complex, says, “I made this mistake of buying nachos and coffee during the screening of 'The Nun' some time back and it was literally an exhausting experience. Every time I took a bite, it seemed as if I was intentionally trying to scare others. Dur dur se log turn kar ke dekh rahe thay ki awaaz kahan se aa rahi hai? That was the first time when I had ordered food during a horror movie, because I had just finished my shift at work and it was really a bad experience. I lost my appetite within minutes.”
Tinku Singh, Group President, SRS Cinemas, says, “People don’t bother to buy food for horror movies because they know that they won’t be able to finish it. If they try eating the food, they might end up scaring others (with the munching noises) who are already terrified. We have the lowest sale of popcorn during horror movies.”
Moviegoers further tell us that whenever you buy any crunchy food item during a horror movie screening, you need to devise a strategy – whenever music gets played or there are loud noises on screen, munch on the food!
A still from 'Tumbbad'
‘Couples don’t want to be disturbed and share food while watching romantic films’
Another genre of movies which sees the lowest sale of food items is romantic movies. Reason? Who has the time to munch on food when so much is going on, not just on screen but also off it! Yogesh Raizada, Corporate Head, Wave Cinemas, says, “We don’t even bank on horror movies for sale of food items but another major flop at food counters happens when romantic movies are screened. Those who come for romantic movies are mostly couples and they are so busy with themselves that they don’t order food. Sometimes, they may go for a soft drink or a popcorn but that’s also rare.”
An usher at a multiplex in Delhi, says, “During the screening of romantic films, the number of orders for snacks is quite low. Most of the couples prefer just one popcorn, that too if they order at all. They may eat out later but very rarely during a film.”
Another usher who works at a cinema hall in Noida says that they don’t even disturb couples with order queries. She says, “We have many regulars here. We have noticed that those who order in bulk when they come with friends do not often order at all when they come for a romantic film with partners. Even when we go inside the auditorium to take orders, we prefer to not disturb couples because we know that might irritate them. It’s a romantic movie which they have come to watch with their partners – they are mostly too busy and ordering food is the last thing on their mind. So shows like these obviously hamper our food business a lot.”
Family movies and comic films keep the cash counters of food bays ringingCinephiles who are gourmands order food
depending on the film they are watching. And there’s no prize for guessing which genre leads to maximum food business at theatres – comedy and family movies. Exhibitors say that movies for which families or friends come together, be it a Hollywood film or a desi entertainer like 'Baahubali', food orders are at the highest.
A cinema manager at a multiplex in Delhi explains, “Going by our past experiences, it seems that the genre of the film you are watching and your company matter when it comes to ordering food at cinemas. For some reason, when there is a girls’ group or boys’ gang, they order more and even repeat orders. Also, when it’s a family movie or a comedy, the food orders just keep coming. The staff is assigned accordingly – say, if Screen 3 is showing a horror movie, even two staff members are enough. While if Screen 2 is showing a movie like 'Mamma Mia!' or 'Incredibles 2', I know I will need help. So depending on the film, we assign the ushers.”
Agreeing, Devika Tandon, who works in the HR department of an MNC, says, “Of course it’s true. When I am out for a comedy movie which would usually be with friends or family, I know that together, we will be spending Rs2-3K only on food. But when the same set of friends goes with me for a horror film, humhare khane ke paise toh bach hi jate hain!”