It is interesting to learn that numerous attempts to incorporate smell as part of theater viewing were undertaken as far back as early as 1900s. The earlier attempts were made, mostly by owners of Broadway theaters. Apparently it had very little effect as the next attempts came several decades later. .
In 1959 to 1960, two theater-enhancing concepts referred to as olfactory attraction, was applied to improve moviegoer attendance in cinemas. During those years, the movie industry had suffered setbacks due to the advent of televisions in homes. However, the concepts failed to achieve the desired objective and was all too soon forgotten as a potential cinema attraction. Nonetheless, they are worthy of retrospection as attempts to revive one of the methods came around in 2015.
The first to be introduced was Aroma Rama, which was in 1959 for “Behind the Great Wall”, an Italian documentary produced by filmmaker Leonardo Bonzi. Although the odor projecting mechanism was subsequently pulled off after the film’s showing, a similar olfactory attraction device called Smell-o-Vision was introduced in 1960. This was for “Scent of Mystery,”a horror-themed motion picture produced by Michael Todd, Jr. In 2015, a reconstructed version of “Scent of Mystery,” in modified Smell-o-Vision was re-shown in select cinemas in Denmark, England and in Los Angeles, USA.
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How was Aroma Rama Applied as an Olfactory Attraction
“Behind the Great Wall” was intended as a travelogue to present modern China at that time. In 1959, the New York Times published a review of how the olfactory attraction mechanism fared in enhancing viewing experience at the DeMille Theater.
The verdict was that the flow of scents accompanying certain scenes were mere stunts, as they failed to demonstrate any artistic benefits. Accounts of the odors, described the Aroma Rama as vapors that flowed into the theater ceiling vent; sometimes befitting the scene but generally smelling of synthetic substances that merely confused the theater atmosphere.
Smell-o-Vision an Attempt to Improve the Aroma Rama Olfactory Attraction
The Smell-o-Vision olfactory attraction used a more sophisticated method of releasing scents to create realistic cinematic effects to the “Scent of Mystery.” movie. It used a device called “Smell Brain,” which was a metal device containing an array of 30 different high concentration of scents. The “Smell Brain” had a direct connection to the sound track, to which electronic sound signals released a small amount of a corresponding scent to the central blower during film showing. The central blower in turn dispensed the scents through mile-long pipes connected to the armrest of theater seats.
The system worked with precision, emitting scents in synchronization with certain points in the plot in which the audience catches whiffs of the odor. According to reviews, the issue was more on the relevance of the fragrance to the scene. Like the Aroma Rama used in “Behind the Great Wall”, the Smell-o-Vision was later removed as an olfactory attraction to the “Scent of Mystery.”
Reviews of both films, assessed the movies based on their merits as stand alone films. The general consensus was that the enjoyment of the movie was on the appreciation of its element, which can be achieved, even without the scents. As the turn of events has it, the Smell-o-Vision was regarded as not a commercially viable way of bringing back moviegoers in cinemas.
Essence of Present Day Application of Olfactory Attractions
Later studies pertaining to the connection of the human olfactory system to the brain established the fact that scents or odors trigger memories that influence moods and emotions. That is why scents today have found more practical uses; not only as perfumes but as fragrances for different basic consumer products such as candles, waxes, room fresheners, and household cleaning materials. According to grain & gram, the idea is to fill every nook and cranny not just with scents, but also with heartwarming memories.
