Imagine
enjoying “X-Men 2” with a black tea smoothie
in one hand and a tray of boiled octopus balls in the
other.
How
about catching “The Matrix Reloaded” while
feasting on a Japanese bento box, delicately arranged
with pickled plums, sushi slices, pink fish cakes and
baked tofu?
Or
what about trying to find your seat for the new “Terminator” sequel
while loaded down with chicken legs, fried noodles
and salted beef from a vending machine?
While
soda, popcorn and American candy are becoming increasingly
common at cinema concession counters
outside the United
States, these same cinemas also often continue
to offer cuisine that’s been popular locally
for generations.
And
even the popcorn may be unfamiliar to Americans
munching away in foreign moviehouses.
Cinemex
patrons in Mexico, for example, are offered lime and
chili sauces for their popcorn. In Taiwan,
SBC International
Cinemas offers sweet, salted, chocolate and
strawberry-flavored popcorn. In certain Latin American
and European
markets (including England and Portugal), sweet
popcorn is
preferred over its salty, buttered American
counterpart. (The Portuguese
apparently hold the prize for strongest sweet
tooth, where SBC offers its sweetest-tasting
corn.)
A
whopping 80 percent of popcorn sales in England are
sweet, according to Chris Sanders, vice
president of
purchasing for Warner Bros. International
Theatres. But in Ireland, Spain and Italy, he says, “it
would be difficult to give sweet [popcorn] away.”
“There
are unlimited things to do with popcorn,” adds
Martin Olesen, director of international sales for Vogel
Popcorn. “It comes down to imagination and taste.”
Accounting
for different taste buds and foreign regulations can
be challenging,
notes Ricos
Products president
Frank Liberto, whose firm distributes
nachos in 44 countries.
He’s learned to adjust the heat
of his jalapeno cheese sauce to suit
geographically fluctuating tastes.
In
countries such as Australia, he says, most of the spice
must be taken out entirely
to
appeal to the public.
(The same goes for domestic lightweights
Florida and Texas.) As a result of
strict import food
restrictions
in Europe, certain food colorings and
preservatives must
be removed, leaving the creamy, orange
cheese sauce with a whiter hue.
Even
still, nacho sales in cinemas worldwide have taken
off, according
to Liberto. “Five years ago,
when I went to a theatre in Japan,
I saw a line for nachos
stretching from the concessions around
to the bathrooms.” (Not
bad, considering that Japanese cuisine
traditionally has been void of cheese
and peppers.)
Japan
also has those moviehouses serving the octopus balls
(also known
as Japanese
takoyaki)
and bento
boxes. In addition, moviegoers
in the land of the rising sun
can typically choose from rice
cookies wrapped in seaweed and painted with
soy sauce – as well as dried,
salted, chewy fish snacks wrapped
in airtight plastic bags. UCI
International offers patrons dried squid in Taiwan
and cheese
balls in
Brazil.
Gaznate,
an ice cream cone filled with Chantilly Whip served
at
room temperature,
is a longtime
best seller
for Cinemex snackers in Mexico.
Also popular at theatres south
of the
Rio Grande is
chili served
with mango
or tamarind (a sour, tart fruit).
There’s even a candy
called “Dedo Indy” or “Indy Finger” made
of chili, tamarind and sugar.
To
keep up in a vending machine world, many Asian cinema
chains
are planting
the machines
in their
lobbies, enabling
them to supply moviegoers
with quick, locally popular snacks.
(Vending
machines are everywhere
in Japan;
according to the Japan Vending
Machine Association, there
is one for every 20 people
living
there.)
SBC introduced to its Taiwanese
sites
automated
vendors,
which dispense a full range
of local delicacies such
as meatballs,
dried
bean curd and chicken legs.
Of
course most moviegoers, regardless of point or origin,
like something
to wash
their treats
down
with – but
not everyone is choosing
traditional American quenchers.
Maria
Almarza, director of communications for Coca-Cola
Venezuela/Colombia,
notes that in
Venezuela a local
brand called “Hit” is vying with Coke for top choice
among her company’s beverages, followed by frescollita – a
cream soda popular among
preteens.
Cinemex
patrons in Mexico
guzzle apple-flavored
soda; it’s the chain’s
second-best-selling
beverage.
Cinemark
venues in
Colombia offer local
flavors Premio,
a sweet,
grape-flavored soda,
and Kola Roman, a
which mixes cherry and watermelon
flavors. In Argentina,
Cinemark sells
quatro, another
grape-flavored
soda, which Almarza
says is Coca-Cola’s
second-most popular
brand in Colombia.
Smoothies
with an array of flavors
such as
mango, black
tea and
coffee are popular
choices
for
Cinemark patrons
in Taiwan. In Korea,
locals choose from
brands such
as Coca-Cola’s
Born Bit Maesil,
a plum-flavored
drink, and Qoo,
a popular juice
drink served in
SBC sites in
Taiwan.
It’s unlikely that Indy Fingers and dried bean
curd will ever prove as popular at American multiplexes
as popcorn has become in cinemas overseas, but American
moviegoers abroad would be well-advised to check their
snacks before entering a darkened auditorium. With
language barriers, you never know which employee is
going to accidentally
give you the boiled octopus balls. 
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