Stinky films:
Smell-O-Vision through the ages
“First they moved! Then they talked! Now they smell!”
The arrival of “Smell-O-Vision” initially launched in the 1960s as a bold new pitch from Hollywood, allowing viewers to 'smell' what was on screen. Today, cult cinema fans generally regard the premise as a fun, quirky, and kitsch way to watch a film.
To celebrate HOME’s screening of Dead Lover - in Stink-O-Vision! (on Fri 10 Apr), we journey back to where the idea first came about, how it developed, and where we stand now…
Let's journey back...
1920s – Smells began to invade cinema screens
The concept of aromatic cinema is earlier than you might think.
In fact, initial instances of aromas in cinema screens date back to as early as 1906.
Zoom forward to 1929 and audiences for Lilac Time (an American romantic war film) were treated to the scent of real lilac perfume – as the manager poured a pint of perfume into the theatre’s ventilation system, so that the scent appeared as the film’s title appeared.
However, these attempts were introduced by the theatre owners – they weren’t part of the films themselves.
It wasn’t until the 1960s when Smell-O-Vision as we know it was officially born…
1960s – The introduction of Smell-O-Vision
1960 saw the release of the original Hollywood Smell-O-Vision blockbuster: via the romantic whodunit Scent of Mystery.
Released in cinemas in Los Angeles, New York, and Chicago, this bold new concept was the product of Hans Laube, a “world famed osmologist” from Switzerland, and Hollywood producer Michael Todd Jr.
Laube initially dubbed the concept as “Scentovision” and worked on the concept throughout the 1930s. His system connected pipes to individual seats in theatres, which a projectionist would control during the screening.
Michael Todd Jr and his father – Todd Sr – were thinking of ways to enhance Todd Sr’s film Around the World in Eighty Days. They considered using the “scentovision” concept but decided against it.
It wasn’t until after Todd Sr’s death that Michael Todd Jr. decided to sign Laube to a movie deal… to launch the mystery-comedy Scent of Mystery. This was to be the first film where its premise and plot fully depended on the use of smell.
Ads for the film excitedly proclaimed: “First they moved! Then they talked! Now they smell!”
As a cinematic first, Todd renamed the concept “Smell-O-Vision”. Cinemas deployed a device known as a “smell brain” which pumped scents through a series of perfume containers linked in a belt, and revolved according to the order the smells were required.
The critical reception? The concept flopped, the mechanics were unreliable, and the gathered generally negative reviews…
1980s – The arrival of Odorama
Somewhat surprisingly, the concept of Smell-O-Vision did not die.
In the 1980s, an American film director took the concept a step further. Independent filmmaker John Waters parodied the idea in Polyester, a satirical black comedy film that ridiculed the melodrama genre.
Odors played a key role in the plot, so Waters designed Odorama.
As part of Odorama, audiences received special cards numbered 1-10 before they headed into the cinema. When a number flashed on the screen, viewers scratched the card and smelt a relevant scent to add to the plot. For Polyester, smells included flowers, pizza, glue, and freshly cut grass.
This was the first known case of ‘scratch and sniff’ cards being used in films.
The film was received positively, with The New York Times reporting that:
“Ordinarily, Mr. Waters is not everyone's cup of tea — but Polyester, which opens today at the National and other theaters, is not Mr. Waters' ordinary movie. It's a very funny one, with a hip, stylized humor that extends beyond the usual limitations of his outlook.”
2000s – A small scratch and sniff revival
Generally dismissed as a gimmick, cases of scratch and sniff films were few and far between.
However, the early noughties saw a small revival of the genre. In 2003, Rugrats Go Wild adopted the ‘Odorama’ concept as audiences received scratch and sniff cards.
The makers of Rugrats Go Wild claimed this device was in homage to John Walters.
2020s – Now, a cult favourite
Today, cult film fans appear to appreciate the fun and quirky physicality of Smell-O-Vision – a refreshing (yet smelly) break away from algorithmic streaming content, that relies on being present and active in a cinema theatre.
HOME is excited to screen a cult favourite in the making, Dead Lover in awesome, aromatic Stink-O-Vision following its raucous festival run at Sundance, SXSW, Toronto and beyond.
The plot? A lonely gravedigger, who stinks of corpses, finally meets her dream man – but their romance is cut short when he tragically drowns at sea. Grief-stricken, the gravedigger goes to morbid lengths to resurrect him through madcap scientific experiments which result in serious consequences and unlikely love.
This film will screen at HOME for one night only, so don't miss out: