# Scratch & Sniff Movies Moviegoers Experience Smell of Rotten Meat & Dusty Books By Cowbag | Published 2009-04-12 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/sctatch-sniff-cinema-smell-of-rotten-meat-dusty-books-for-cinema-goers References: [jellymongers](http://www.jellymongers.co.uk/scratchnsniff.html) [Scratch and sniff](https://www.trendhunter.com/trends/scratchandsniff-ooh-campaign) 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](https://www.trendhunter.com/trends/die-hot-with-a-vengeance). Moviegoers were given a scratch and sniff card to release the scents at the right moments. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 5% | Activity: 35% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### What Makes This Trend Stand Out - **Scratch and Sniff Experiences:** Creating immersive experiences with scents for movies, television shows, and other forms of entertainment. - **Multi-sensory Marketing:** Incorporating scent into marketing strategies to enhance brand experiences. - **Augmented Reality Smell Technology:** Using technology to create scents in augmented reality experiences. ### Sectors Adopting This - **Cinema:** Introducing scratch and sniff technology in movie theaters to create immersive experiences. - **Fragrance:** Incorporating technology into the fragrance industry to provide customers with new ways of experiencing scents. - **Theme Parks:** Integrating scent technology into theme park attractions to enhance the overall visitor experience. ## Related on Trend Hunter - [Olfactory Entertainment Devices](https://www.trendhunter.com/trends/moviescent.md) - [Horror Film Fragrances](https://www.trendhunter.com/trends/the-scent-of-a-nightmare.md) - [Scratch-and-Sniff Canabis Stickers](https://www.trendhunter.com/trends/cannabis-stickers.md) - [Smell-Oriented Virtual Masks](https://www.trendhunter.com/trends/city-university-of-hong-kong.md) - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Fragrance-Focused Escape Rooms](https://www.trendhunter.com/trends/perfume-themed-escape-room.md) - [Film-Themed Cookbooks](https://www.trendhunter.com/trends/scrounging-cookbook.md) - [Festive Scratch-and-Sniff Billboards](https://www.trendhunter.com/trends/scratch-and-sniff-billboard.md) - [Sensory Outdoor Posters](https://www.trendhunter.com/trends/scratchandsniff-ooh-campaign.md)