Archive notice: This article was originally published on January 26, 2008. Links and embedded videos are preserved as part of the historical record.
The cinema trailer for the romantic comedy 27 Dresses can now be experienced in cinemas not only with the eyes, but also with the nose. Twentieth Century Fox is the first film distributor to use this innovation in the cinema market, in cooperation with WerbeWeischer and the Cinemaxx cinema chain. Since January 17, the trailer for the film 27 Dresses has been shown as a scented trailer in fourteen Cinemaxx cinemas.
Cinema visitors will perceive a fresh, floral scent in the auditorium during the cinema trailer. It enters the auditorium through the air-conditioning system in parallel with the image presentation and quickly dissipates again at the end of the trailer. This is intended to make the scent experience as pleasant as possible. The use of the scent was implemented technically through the Maxxcent agency.
Twentieth Century Fox is pleased to be able to support this original idea and to be involved in the prototype. “We are delighted that this innovative technology now makes it possible to associate our films in cinema visitors’ minds with an individual scent. This creates another opportunity for differentiation in a highly competitive advertising market and enables us to refine our brand-building further,” says Marcel Mohaupt, Marketing Director Twentieth Century Fox. “Cinema plus a suitable scent for the film and the advertising not only opens up a new sensory experience for visitors, but also substantially reinforces the impression of what they have seen. Scent thus opens up a great many completely new design possibilities in communication; this is currently one of the most exciting creative playgrounds,” emphasises Florian Weischer, WerbeWeischer.
The scented trailer is in use from January 17 until the release of 27 Dresses on February 14
in the following fourteen Cinemaxx venues:
Cinemaxx Berlin
Cinemaxx Bielefeld
Cinemaxx Braunschweig
Cinemaxx Bremen
Cinemaxx Freiburg
Cinemaxx Hamburg
Cinemaxx Hannover
Cinemaxx Kiel
Filmpalast Lübeck
Maxx München
Cinemaxx Offenbach
Maxx Stuttgart
Cinemaxx Würzburg
Cinmeaxx Wuppertal
27 Dresses – in cinemas from February 14
Further links:
- 27 Dresses
