Collaborate to innovate
Bringing together exhibitors, members of the film industry and the food industry, the project “Manger Mieux au Cinéma” wishes to renew the food offer in cinemas, as well as the way it is distributed and marketed. How? By proposing healthier, more sustainable products that will be fully adapted to the venues (noiseless, without odours or crumbs, simple to eat and produce) without losing in taste and quality. And, further, by promoting the development of new responsible food-related activities in-venues.
The project consists of several levels. First of all, the creation of a dedicated online platform which will display a great number of products, chosen from the whole territory for their quality, their sustainability and their convenience to cinemas. The website mieuxmangeraucine.fr will become a platform accessible to every exhibitor and food producer member of the project. It will serve as a direct link between exhibitors and food producers, so registered exhibitors can order and test some of the displayed products, but also between exhibitors who will share their experience. In addition, the platform will offer exhibitors contents like articles and “environmentally-responsible” resources (existing good environmental practices, results of experiments conducted in other cinemas and countries…).
Second of all, the creation of a European contest, opened to food companies, young professionals and entrepreneurs, in order to stimulate creativity around original products made for cinemas. The products will be selected by a jury presided by the Cesar-awarded actress Laure Calamy and the French Chef Chloé Charles. The selected products will of course be available on the platform. Lastly, the project will include an experimentation of the products that will be conducted in participating cinemas: as soon as September-October 2022, they will test our products in their venues which will allow us to gather feedback from the audience. These cinemas will also take part in various initiatives: food court, introduction to local farmers, organisation of gastronomic events in relation to the movies…