Spy Kids 4: first film to release in 4D aromascope | hollywood | Hindustan Times
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Spy Kids 4: first film to release in 4D aromascope

Spy Kids 4 to be world’s first aromascopic release, viewers can smell what’s on screen at eight points during the film.

hollywood Updated: Jul 10, 2011 17:24 IST
Shweta Mehta

Robert Rodrigues was among the filmmakers that started a new wave of 3D films with Spy Kids 3D: Game Over (2003). Now, the producer-director of the franchise is going a step further with innovation for the next film. Spy Kids 4: All The Time In The World will be the world’s first film to release in 4D aromascope.

Designed to add the element of smell to the movie-going experience, aromascope will be added by way of a card that will be provided to each viewer with the purchase of ticket. The card will release smells corresponding to the number that flashes on the screen at appropriate times during the movie. All the viewer has to do to unleash the smell is rub the particular number.“The film will release in India and across the world in 2D, 3D as well as 4D. The Indian market will have English, Tamil, Telugu and Hindi versions,”says Avinaash Jumani, Pictureworks.

But with technology usually coming at a premium, will ticket prices shoot up to counter production costs? “No, the tickets will be priced similar to what a 3D movie would cost,” clarifies Arun Nair, VP, marketing, PVR Pictures, which will release the film across the country on August 19.Nair explains the context in which smell will be depicted in the film, saying, “The story shows two kids, one of who can smell a lot of things that normal people can’t. So at times, it’s funny and other times, helpful.”

How it works
The aromascope card will be provided along with the purchase of tickets. It will have eight numbers on it, with patches below each number. When a particular number flashes on the screen, viewers must rub that number on the card to unleash the smell corresponding to what is happening simultaneously in the film.