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.