Bleeding Edge

by Carlo Longino

This Movie Still Smells Like A Stinker

from the big-in-Japan dept

We've written a lot about what movie theaters need to do to compete these days is improve the theater-going experience, rather than complain about piracy or shrinking release windows. In Japan, two theaters are offering an exclusive new service: smells synchronized to certain scenes of a movie. This idea really isn't new, going back to the 1960s for Smell-o-vision, or the scratch-n-sniff cards that accompanied the "Odorama" version of John Water's 1982 film Polyester, and it's hard to see how the idea's got any more appeal these days. The film in question is the Colin Farrell vehicle The New World, which was released in the US at the end of 2005 and despite an Oscar win, generated an anemic $12.7 million in US box receipts, and moviegoers will be hit with a "floral scent" during a love scene, a mix of peppermint and rosemary during a sad scene and other aromatics. Theaters will also be able to download additional smell-tracks, and NTT Communications, the company behind the service, also sells a home version. Wonder if they complain about rogue smelltrack-sharing sites where pirates download hijacked copies?

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