# Scented Film Screenings Lush Cosmetics' Immersive Theater Event for Christmas is Multi-Sensory By Laura McQuarrie | Published 2015-11-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/immersive-theater References: [eventmagazine](http://www.eventmagazine.co.uk/lush-cosmetics-host-scented-film-screenings-london/brands/article/1373681) & [lush](https://www.lush.co.uk/) In order to enhance the enjoyment of watching films like High Fidelity, Elf and Home Alone, [Lush Cosmetics](https://www.trendhunter.com/trends/lush-cosmetics-partners) is running an [immersive theater event](https://www.trendhunter.com/trends/the-perfume-shop-experiential-store) that will pair these beloved Christmas classics with scents. The multi-sensory 'Scented Cinema Experience' is being operated in partnership with StudioXag, which will see the lower floor of Lush' Oxford Street store into a cinema with a retro feel. In addition to being a treat for the eyes and nose, the cinema will also serve light refreshments like popcorn and drinks, as well as dishes from a tuck shop on site. At the cinema, people are encouraged to share their experiences using the #ScentedCinema tag. Since Lush Cosmetics is known for its fragrant stores and products, the initiative is a perfect tie-in with the brand's line of [Gorilla Perfume products](https://www.trendhunter.com/trends/fragrance-for-all-event). ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 41% | Activity: 28% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Multi-sensory Film Experiences:** Opportunity to enhance traditional film screenings by incorporating additional senses, such as scents, to create a more immersive viewing experience. - **Retail-entertainment Partnerships:** Opportunity for retailers and entertainment companies to collaborate in creating unique and engaging experiences that drive foot traffic to physical stores. - **Social Media Engagement:** Opportunity to leverage social media platforms to encourage audience interaction and generate buzz around immersive events and experiences. ### Industries Being Reshaped - **Film Exhibition:** Opportunity for film exhibition companies to differentiate themselves by offering multi-sensory screenings that enhance traditional film-viewing experiences. - **Cosmetics:** Opportunity for cosmetics brands to explore innovative ways to incorporate scents into experiential marketing initiatives and create unique brand experiences for customers. - **Hospitality:** Opportunity for hotels, restaurants, and bars to partner with entertainment companies to create immersive experiences that drive customer footfall and increase brand awareness. ## Related on Trend Hunter - [Multi-Sensory Fragrance Experiences](https://www.trendhunter.com/trends/scent-sanctuary.md) - [Multisensory Gourmand Pop-Ups](https://www.trendhunter.com/trends/cafe-gourmand.md) - [Olfactory Entertainment Devices](https://www.trendhunter.com/trends/moviescent.md) - [Fragrance-Focused Escape Rooms](https://www.trendhunter.com/trends/perfume-themed-escape-room.md) - [Fragrance-Inspired Candles](https://www.trendhunter.com/trends/lush-x-community-candle.md) - [Concept Perfume Stores](https://www.trendhunter.com/trends/perfume-library.md) - [Gameshow-Style Pop-Ups](https://www.trendhunter.com/trends/jo-malone-christmas-special.md) - [Cinema-Inspired Lifestyle Sets](https://www.trendhunter.com/trends/aesop-gift-sets.md) - [Bodycare-Inspired Movement Sessions](https://www.trendhunter.com/trends/lush-hour.md)