Sanjay Mehta, proprietor of Paras Cinema (Nehru Place) and presently a leading film distributor, describes a strategy Rajan Gupta (owner of Liberty Cinema) taught him to increase the sale of popcorn. (Makes a diagram, points out various positions as he describes the situation):

"Balcony ka yeh aapka wall hai, yeh aapka gate hain - yahaan se jaise hi log niklenge, your popcorn machine should be here and you should have a big fan here. Jaise hi Darwaza khule yeh pankha chalna chahiye . Aur yeh popcorn vale ko - jaise hi interval ho he should put in 100grams of butter so that aroma carries and the moment that you come out (Makes an expansive gesture - breathes in and out with a blissful expression)...The moment he [Rajan Gupta] did this, the sales went up by 50-60%! And this is the most paying item in the canteen - popcorn. It costs you 2 rupees, what PVR sells you for Rs.60. He [Ajay Bijli] has that Combo - that Pepsi and that bloody big giant box of popcorn for 90 Rupees and it becomes something that you have to have. Earlier Popcorn was a very small item. The in-thing was that burger but now with health and everything...Popcorn became, ki jee oil vala nahin khana, veh valaa nahin khana - popcorn became a hot selling item with people watching films at PVR. Those giant boxes. So if one kid picks it up then the other kids want it too. Chota Dabba to chahiye hi nahin phir, he also wants that giant one - that is the most paying item. If they manage to sell 100 packets in a show also then they've made a huge profit."