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April 2014 / Diary / by Flora Hughes-Onslow

A sensory safari

With 4D, Scratch ‘n’ Sniff, sing-along and dress-up film screenings already popping up all over London, the capital’s city-dwellers are pretty spoilt for choice when it comes to immersive cinema. And now, the latest offering from Edible Cinema looks set to titillate film buffs’ tastebuds by adding a new and comestible dimension to the experience.

Heading to the hallowed West End home of BAFTA in Piccadilly, the team behind this quirky concept are joining forces with Bombay Sapphire for a special screening of Baz Luhrmann’s iconic modern masterpiece, Romeo & Juliet. Supposedly enhancing the film by heightening the viewer’s sensory experience of the most famous scenes through various aromas and textures, each guest receives a selection of numbered boxes at the start of the film, to open and enjoy at certain points throughout. Billed as an ‘edible adventure’, highlights include a ‘tongue sandwich’ as Romeo and Juliet share their first kiss, and a mini vial of ‘poison’ as the film reaches it’s epic climax.

Even for the arthouse purists, or the most curmudgeonly cinema-goers amongst us – for whom rustling packages and audible munching throughout a film equals unbearable torment – Edible Cinema certainly has a unique appeal. If you can get past the idea of food as a distraction, this venture is not only experimental, creative, interesting and exciting, but thoroughly enjoyable. And anything embracing a cinematic experience that will get people off Pirate Bay and into the auditorium once more should surely be encouraged.

From Saturday 3 May www.ediblecinema.co.uk