Scratch and sniff items are a very old concept; however, what I love about this particular example is how stylishly Bompas & Parr have managed to pull it off.
Peter Greenaway’s classic book "The Cook, The Thief, His Wife, and Her Lover" was chosen to be the debut film for the UK’s first Scratch ‘n’ Sniff Cinema. With a nod to the content of film showing, it was launched on Valentines Day.
The aromas to be experienced were chosen to capture key moments in the film. Captured scents included rotting meat and dusty books. Moviegoers were given a scratch and sniff card to release the scents at the right moments.
Scratch & Sniff Movies
Moviegoers Experience Smell of Rotten Meat & Dusty Books
Trend Themes
1. Scratch and Sniff Experiences - Creating immersive experiences with scents for movies, television shows, and other forms of entertainment.
2. Multi-sensory Marketing - Incorporating scent into marketing strategies to enhance brand experiences.
3. Augmented Reality Smell Technology - Using technology to create scents in augmented reality experiences.
Industry Implications
1. Cinema - Introducing scratch and sniff technology in movie theaters to create immersive experiences.
2. Fragrance - Incorporating technology into the fragrance industry to provide customers with new ways of experiencing scents.
3. Theme Parks - Integrating scent technology into theme park attractions to enhance the overall visitor experience.