Chennai Express to bring Kolkata jhaal muri, Delhi chaat and Mumbai bhel

As Shah Rukh Khan’s Chennai Express rolls in this week, select cinema halls in the country will have audiences getting a taste of some delicious snacks from different Indian states.

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If you are wondering how, we can let you in on a little secret. The exhibitor chain Rathi Group of Cinemas has tied up with the 60-year-old Kolkata-based company Mukharochak Foods to offer popular snack dishes like jhaal muri from Kolkata, kabuli chana chaat from Delhi and bhel from Mumbai at some of their theaters in their cinema hall chain.

Starting with Rohit Shetty’s Chennai Express starring SRK and Deepika Padukone with a special song dedicated to none other than Rajnikanth, the mouth-watering experience will extend to Milan Luthria’s Once Upon A Time in Mumbai Dobaara! (OUATIMD) starring Akshay Kumar, Imran Khan and Sonakshi Sinha; closely followed by Prakash Jha’s Satyagraha starring Amitabh Bachchan with Ajay Devgn and Kareena Kapoor.

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OUATIMD producer Ekta Kapoor is kicked about the idea! “It’s a novel initiative in elevating the viewer’s movie-watching experience,” she quips.

Akshaye Rathi, the brain behind the association with the Kolkata-based company, sums it up saying, “Indians are passionate about films and food, so it can’t get better than offering the best of both worlds”. Indeed, with path-breaking marketing concepts such as these, Bollywood sure is on a fun romp.

Dirty Picture makes a clean sweep at the box office!

Vidya Balan’s stellar performance in Ekta Kapoor’s The Dirty Picture has received an overwhelming response in its opening week. The film is reported to have earned above a net Rs 30 crore at the domestic box office in the first three days of its release.

 

Eminent film distributor and exhibitor Akshaye Rathi says, “The response and frenzy is overwhelming at our theatres. The opening day’s collections of The Dirty Picture matched the collections of some of the biggest films in recent times. The huge response at the box office reinforces the fact that the biggest hero in films is hardcore commercial content, backed by good distribution strategies.”

Celebrity publicist Dale Bhagwagar points out, “Apart from the making and performances, a lot of credit for the mind-blowing opening of The Dirty Picture goes to the aggressive manner in which Ekta Kapoor promoted the film. Even the eye-popping publicity stills and poster designs by Marching Ants majorly contributed to all the hype and hoopla. The way this film has kick-started, I wont be surprised if it makes it to the list of top ten grossers of 2011 and bags a lot of awards for Vidya Balan.”

 

Directed by Milan Luthria, The Dirty Picture is an unofficial biopic of Southern sex symbol Silk Smitha. Apart from Vidya and Emraan, it features Naseeruddin Shah and Tusshar Kapoor in key roles and recreates the era of the 1980s Southern film industry and its workings.

In recent times, a series of Bollywood films such as Mahesh Bhatt’s Murder 2, Aamir Khan’s Delhi Belly and now Ekta Kapoor’s The Dirty Picture, which have been awarded the ‘A’ certificate by the Censor Board, have turned out to be huge money spinners. What can we say, but here’s wishing the youth a lot of dirty fun at the cinemas!