# Multi-Sensory Movie Experiences Scentbird x I Know What You Did Last Summer Enhanced a Screening By Laura McQuarrie | Published 2025-07-26 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/scentbird-x-i-know-what-you-did-last-summer References: [glossy.co](https://www.glossy.co/beauty/how-scentbird-scented-a-movie-for-its-latest-marketing-activation/) & [scentbird](https://www.scentbird.com/giftset/i-know-what-you-did-last-summer-set) Movies draw theater-goers into their world with sight and sound, but scent takes immersion to the next level, as some experienced with the [Scentbird](https://www.trendhunter.com/trends/scents-of-wood) x I Know What You Did Last Summer fragrance set. At a Union Square Regal Theater screening, the I Know What You Did Last Summer fragrance was diffused into the atmosphere, creating a truly memorable, multi-sensory experience, especially since the five curated scents in the kit were chosen to correspond with certain scenes. Notably, this is the first time [Sony](https://www.trendhunter.com/trends/2077-xr) has been involved in a scented event. Shoppers can pick up the discovery set online, and it promises five to-die-for scents like Binaurale's Supersolid skin scent and Commodity's Moss+ Bold, reminiscent of a walk in the woods. ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 67% | Activity: 73% | Freshness: 46% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Multi-sensory Entertainment:** Integrating additional sensory elements like scent into traditional visual and auditory media transforms passive viewing into an immersive experiential event. - **Branded Experience Collaborations:** Partnerships between fragrance brands and film studios introduce unique co-branded experiences that engage audiences in novel ways. - **Scent Marketing Innovation:** Using strategically diffused scents during events enhances environmental branding and creates memorable associations with content. ### Sectors Adopting This - **Entertainment:** The entertainment industry can leverage multi-sensory technologies to elevate the audience's emotional engagement and overall experience. - **Fragrance:** Fragrance companies are exploring new marketing partnerships by aligning their scents with immersive experiences and storytelling formats. - **Event Management:** Event planners are innovating immersive atmospheres by incorporating diverse sensory elements, evolving traditional event dynamics. ## Related on Trend Hunter - [Horror Film Fragrances](https://www.trendhunter.com/trends/the-scent-of-a-nightmare.md) - [Olfactory Entertainment Devices](https://www.trendhunter.com/trends/moviescent.md) - [Aromatic Gamer Olfactory Systems](https://www.trendhunter.com/trends/zestum-the-scentbar.md) - [Nostalgic Movie Perfumes](https://www.trendhunter.com/trends/the-breakfast-club-extrait-de-parfum.md) - [Cinema-Inspired Fragrance Sets](https://www.trendhunter.com/trends/hair-body-mist-trio.md) - [Experiential fragrance](https://www.trendhunter.com/trends/Experiential-fragrance.md) - [Multi-Sensory Fragrance Destinations](https://www.trendhunter.com/trends/mega-experience-center.md) - [Fragrance-Focused Escape Rooms](https://www.trendhunter.com/trends/perfume-themed-escape-room.md) - [Chilling Filmic Scents](https://www.trendhunter.com/trends/heretic-parfum-nosferatu.md)