Spy Kids Adds a Fourth Dimension
Well, just over a year after Avatar encouraged the Hollywood machine to overhype 3-D movies to the point where the fad is already fading fast, the hunt is on for the next great thing. Dimension Films thinks they have the solution, announcing that this summer’s fourth installment of the Spy Kids franchise will introduce the fourth dimension with Aromascope.
Of course, adding smells to movie (as opposed to movies that just smell) is nothing new, dating back to 1906 when canny filmmakers scented cotton wool and placed them in front of ventilators. Much as is happening now, after 3-D faded in the 1950s, people sought new gimmicks ot keep people away from the television and flocking to the theater. Italian director Carlo Lizzani called his process “AromaRama” and used it to screen Behind the Great Wall, a travelogue through China.
Hans Laube created Smell-O-Vision used in 1960’s Scent of Mystery. Thirty different odors were released at key points during this thriller.
And there was John Waters weho had people scratch and sniff in the 1980s.
So really, everything that’s old is new again.
For the curious, here’s the Dimension release:
New York, NY, June 24, 2011 – Dimension Films announced today that SPY KIDS: ALL THE TIME IN THE WORLD is taking moviegoers to a whole new dimension in 4D with Aromascope.
Cutting edge filmmaker and director of the highly popular SPY KIDS franchise, Robert Rodriguez, was one of the first to re-introduce audiences to 3D since its inception in the 1950s. After many years away from the cultural mindset Rodriguez brought back a whole new wave and rebirth of 3D into mainstream cinema in 2003 with SPY KIDS 3-D: GAME OVER. The film impressed and entertained audiences and went on to gross close to $200 million.
This innovative and celebrated franchise will now be the first to introduce audiences to the new adventure of 4D where they will have 8 special opportunities throughout the movie to access the action interactively through smell. The introduction of scent in the movie going experience adds to the outrageous fun by enhancing the action, adventure and comedy to take you where no film has gone before.
With each individual admission ticket, kids and parents will also receive an Aromascope card that is free of charge with easy to read numbers outlined. As the numbers flash on the movie screen the audience will rub the corresponding number on their card. When each of the 8 aromas are unleashed you will get to experience a special moment in the film and be transported into scenes in the family adventure film. This fun added attraction takes the audience beyond sight and sound and into a symphony of scents as the movie is coming to life.
“Families are going to love the interactivity of this new addition to the movie going experience. And best of all, you won’t have to pay extra for 4D Aromascope, which will be provided to every theater whether it be 2D or 3D,” said Robert Rodriguez.
4 times the gadgets, 4 times the adventure and 4 times the dimension. Audiences can get a whiff of the bigger, better experience on August 19th when SPY KIDS: ALL THE TIME IN THE WORLD IN 4D opens in theaters nationwide.