Nidhi S., a BA Pharmacy student, agrees. “All the sci-fi action films have been doing very well this year. But I would definitely like to try this new ‘smell’ concept. Though I think some people might react to the different kinds of smells. I do hope there is no stench involved,” she smiles. Robert Rodriguez, the director of the series, felt that after 3D films, the next logical step was to introduce the sense of smell, or “Aroma Scope”, into a film. He feels, “Families are going to love the interactivity of this new addition to the movie experience.”
Audiences will be given a card with eight different smells that can be sniffed at corresponding times throughout the film. For the moment, this aroma scope experience will be available only at few leading theatres in the city, which means only a few lucky ones will get to experience this. The exclusivity factor is also introduced with the availability of a limited number of scratch cards at the multiplexes across the country. “There are only about 200,000 to 300,000 cards that are being given to us by the film producers. If we take an average of fifty per cent occupancy, the audience can enjoy the aroma-scope experience for about three weeks,” says Deepak Sharma, COO, PVR Cinemas. So, how does this technology work? “The audience will be given cues throughout the film on which number code they have to scratch on during which scene. We still haven’t decided on the pricing of the card since it is steep.”
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