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This topic comprises 2 pages: 1 2
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Author
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Topic: The Return of Smell-O-Vision
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Martin McCaffery
Film God
Posts: 2481
From: Montgomery, AL
Registered: Jun 99
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posted 12-03-2017 12:04 PM
Fill in your own New Jersey joke...
This supposedly is the 4th such theatre, so maybe it's been covered elsewhere.
And the American Dream project was supposed to open summer 2017, but is now predicted for March 2019, so who knows...
quote:
Dine-In, 4-D Cinema Coming To American Dream Project
Moviegoers will be able to smell a movie's environment in their moving seats at the mega retail and entertainment destination.
By Daniel Hubbard,
A "revolutionary" 4-D, dine-in movie theater is coming to the American Dream project, developer Triple Five announced Thursday.
Cinemex will open only its fourth X4D theater in the United States in the American Dream project in the Meadowlands. The theater will be the company's only one in the New York Metropolitan area.
The 1,400-seat complex will feature moving seats and X4D technology, allowing moviegoers to smell scents from weather and items in the movie they are watching, Triple Five said in a statement.
Moviegoers can eat dinner and enjoy a drink while they watch a movie. Chef Mikel Alonso of Biko — one of the top 50 restaurants in the world — is in charge of creating the dine-in menu.
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"We could not have chosen a better location to create our flagship presence," said Jaime Rionda, Cinemex's chief operating officer. "We are convinced that this is an important step in our incursion into the U.S. market, and we're excited to contribute to American Dream's visitor experience with our innovative movie theater dine-in concept."
The announcement comes a week after Triple Five announced that LEGOLAND and Sea Life would be opening locations at American Dream.
The number of retailers included in the American Dream project keeps growing. Banana Republic, Gap, MAC, Microsoft, Zara, Pink, and Victoria's Secret will be opening up shop at the long-delayed mall and entertainment complex in East Rutherford. Luxury retailers Lord & Taylor, Saks Fifth Avenue, and Hermès will also open stores at the complex.
American Dream is slated to open in the summer of 2017, more than a decade after construction began on the project. Triple Five took over development in 2011.
Source
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Marcel Birgelen
Film God
Posts: 3357
From: Maastricht, Limburg, Netherlands
Registered: Feb 2012
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posted 01-09-2018 04:28 PM
A few years back some cinemas in Belgium were running "smell-o-vision" during the commercial section. It was an Axe commercial and the system was hooked up to the air conditioning system. It would start to inject the scent a few minutes before the actual advertisement.
It was a flop though, besides this one commercial, nobody else tried Smell-o-Ads until now.
While I'm not a fan of "Smell-o-Vision", if done right, a certain smell can trigger quite some strong emotional responses. Disney uses fake smell a lot in their theme parks for example. Whether it's the smell of chocolate cookies or oil and smoke, it's a big, mostly unconscious part of the experience.
I think with movies and movie theaters, it's not so much a challenge to fill the room with a certain smell, but it will be a challenge to get rid of it in a timely fashion...
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Frank Angel
Film God
Posts: 5305
From: Brooklyn NY USA
Registered: Dec 1999
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posted 01-09-2018 08:38 PM
A theatre in a theatre I worked in years ago, the concessions had these spray cans, I think the name was "Kayola Gold," or "Popcorn Gold"...something gold. What it was was artificial popcorn scent -- like an air freshener but only the spray had a really powerful smell of popcorn. The owner, Mr. Schulman explained to me that because he used pre-popped popcorn (it came in these massive black garbage bags) and didn't pop his own, he would have the concessions guy spray that scent every half hour, but not in public view but instead in the back and into the air intake vent. The smell would move thru the entire lobby and auditorium. He said people would salivate when they get a whiff of that smell. He said people expect to smell popcorn when they walk into any theatre. He was right; I remember that theatres had that very distinct scent when you walked in from the outside and that scent for me still conjurers up good feelings associated with going to the movies, all the way back from childhood.
We pop our own popcorn so we get a good smell of it in the lobby, but the theatre proper is huge and the smell never gets into that barn. For years I have been trying to find that spray, but to no avail. I did find a company that makes a scent that smells like cookies, while it's nice and warm feeling, it's not the same -- I was told it was a big seller with real estate agents -- they use it when they prep a house for showing.
I sure would like to find that popcorn spray scent for our theatre. Mr. Schulman claimed that it increased popcorn sales by more than 50%...said he experimented using it vs not using it...said it was worth its weight in gold. Then he said, "Watch this," took me in the back and sprayed it for about 15 seconds into the vent. Three minutes later, a handful of people came out of the theatre to buy popcorn; this was in the MIDDLE of the movie. How's THAT for a Pavlovian effect!
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