Weblog Consulting Register Login Subscribe to Free Influx Emails Join our Facebook Group Branding Street Cred Technology Lifestyle Style Entertainment Interviews Art InfluxTV Map Widgets RSS — All Subjects RSS — More Feeds

Search

Advanced Search

Contact Privacy Policy

Finally movie theaters are incorporating smell into the movie-going experience. A recent article from MSNBC reveals that over in Japan theaters are matching smells with scenes in movies. A major telecommunications company has created Smellvision that will have seven different smells released throughout Colin Farrell's latest movie, "The New World."

NTT Communications Company have even matched the smells to emotions. It reports, "A floral scent accompanies a love scene, while a mix of peppermint and rosemary is emitted during a tear-jerking scene. Joy is a citrus mix of orange and grapefruit, while anger is enhanced by a herb-like concoction with a hint of eucalyptus and tea tree." The same company that produces the theater smell experience, created an in-home smell experience. For only $620 you can get your living room to smell a certain way depending on what you are doing - if you are sitting on your couch you could smell lavender and if you are at your computer you smell pine.

A little over a year ago, an Influx article mentioned a company called ScentAir. ScentAir is one of the market leaders in scent delivery devices. ScentAir was responsible for the mouth-watering smell of chocolate that wafted through the theater at the special premiere of "Charlie and the Chocolate Factory." ScentAir has concocted over 1500 smells, has over 1,000 clients and has doubled its staff in the past year. Retail stores, hotels, and casinos are tapping into the idea that your consumer experience is based on all 5 senses.

Here are some interesting cases of brands using ScentAir.

Coors Brewing Company wanted to create a frigid Mountain-like atmosphere in Orlando, in the middle of summer at their annual distributor's meeting. ScentAir created a freezing breeze filled with a customized aroma called Ice Show (a mixture of vanilla and peppermint).

Hard Rock Hotel in Orlando, FL's HRH has a nationally acclaimed Emock and Bolio ice cream shop. However, it is in the basement of the hotel, so all too often visitors miss the opportunity. Hard Rock wanted to find a way to lure people to the basement. ScentAir installed a ScentBlitz (smell-gun) loaded with sugar-cookie aromas at the top of the stairs. Now people just have to follow their nose.

Sony Style worked with ScentAir to create a customized smell for all of Sony Style stores. The Senior Creative Director at Sony Style said, "Our signature scent creates a positive and memorable experience. Sony has been very pleased by the response from customers."

Bloomingdales uses different scents for each department; they have a fresh baby powder smell in the infant department, coconut with the swimsuits, and lilac for the intimate apparel.

Smell manipulation is still a young market - whether in retail, cinemas or home entertainment there is plenty of room for growth, research and developement.