Dominos Pizza Makes Smell-O-Vision a Reality

It’s official. 2013 will forever be known as the year smell-o-vision became a reality, and to think it wasn’t some fancy scientist who figured it out. It was a freaking pizza place.

Dominos Brazil teamed up with local video rental stores to devise a genius advertising strategy: When the DVDs are placed into the player they look like your average movie disk. The secret lies in the thermal ink that activates as your movie plays. As the temperature of the disk increases throughout your movie of choice, the ink starts to create an image and releases a pizza aroma.

When the disk is ejected, the disc has magically transformed into a “mini pizza” baked up hot and fresh in your player. (Although, don’t try to eat it — it’s still a DVD in disguise.) There’s even a friendly message on the disk encouraging movie fans to pair their next showing with a Dominos pizza.

“Did you enjoy the movie? The next one will be even better with a hot and delicious Domino’s Pizza.”

Even if you’re not a fan of Dominos, you have to give them props for coming up with such an “out of the box idea.” Heh heh.

Check out a video of the whole process below:

H/T + PicThx HuffPo