Origins of Smell-O-Vision
Back in the swinging '60s, film creators had a wild idea—why not add smell to movies? Imagine catching a whiff of oranges while watching the big screen. That's what Smell-O-Vision promised!
The journey started earlier though. In 1939, the New York World's Fair showcased Scentovision, a precursor that matched smells with scenes using a network of pipes. It was pricey, but the dream lived on.
Both Scentovision and Smell-O-Vision needed complex systems with little bottles of perfumes ready to go. If something went wrong, you'd be stuck smelling the same scent for ages!
As the '60s rolled in, two films battled it out in the "Battle of the Smellies":
- AromaRama used the theater's air conditioning to stream smells for "Behind the Great Wall."
- Smell-O-Vision showed off "Scent of Mystery," where audiences followed clues through scents.
But sometimes the smells arrived late or with a loud hiss, leaving folks sniffing around like curious pups.
Despite the hiccups, Smell-O-Vision hinted at a new era in cinema. Even Disney toyed with the idea for Fantasia but found it too expensive. These aromatic efforts aimed to bring movies to life in thrilling new ways.
Later, simpler methods like scratch-and-sniff cards popped up, letting moviegoers unleash scents at key moments. While Smell-O-Vision's heyday was short, it left us wondering—maybe one day we'll catch flicks with scents as lively as the characters on screen!
The Battle of the Smellies
As the '60s bloomed, so did the quirky "Battle of the Smellies" between AromaRama and Smell-O-Vision. AromaRama kicked off with "Behind the Great Wall," using the theater's air conditioning to waft scents of China through the vents. The idea was groovy, but sometimes the smells hit like a ton of bricks.
Smell-O-Vision countered with "Scent of Mystery," starring Peter Lorre. It piped scents directly to seats through a special network, complete with a "smell brain" to sync it all. The downside? A loud hiss announced each aroma, and timing issues could leave you puzzled.
Critics and audiences were split. Some dug the new sensory experience, while others laughed it off as a crazy experiment. But beneath the circus, these 'smelly' flicks sparked dreams of more immersive cinema.
While AromaRama had smoother delivery, both systems only enjoyed a brief moment in the spotlight. The Battle of the Smellies wasn't just about competition—it was about pushing boundaries and planting seeds of possibility that lingered beyond the fabulous '60s.
Technical Challenges and Innovations
Smell-O-Vision's technical setup was as wild as a Woodstock after-party. The "smell brain" orchestrated over 30 odors through a maze of tubes and vents. These scents were meant to spice up key scenes, but often had minds of their own, leaving audiences scratching their heads.
Theater owners faced a real pickle trying to retrofit their spaces. It turned cinemas into scent labyrinths, where the aroma of a rose could flow sweetly or stumble like a newbie at a dance.
The science of scent projection was an art form. Timing had to be just right to avoid blasting moviegoers with sudden whiffs.
Achieving this delicate balance was tougher than keeping your cool at a Beatles concert.
Despite the hurdles, Smell-O-Vision pioneers kept the dream alive, channeling the era's innovative spirit. While it didn't become mainstream, the technical triumphs and lessons learned paved the way for future scent technologies. In the era of peace and love, even this curious caper was embraced for the fun it tried to bring to audiences.
Public Reception and Legacy
When Smell-O-Vision hit screens in the '60s, it split audiences faster than a heated debate over the best rock band. Some dug the sensory trip, while others found it as jarring as a sour note in their favorite tune.
Critics were equally divided. The Bureau of Film Critics tossed around words from "novel" to "nonsensical." Bosley Crowther of The New York Times likened the aromas to synthetic novelties, more akin to stale pizza than fresh roses.
Despite mixed reviews, Smell-O-Vision tickled imaginations worldwide. It challenged filmmakers to push storytelling boundaries, whispering hints of what's possible when creativity takes a whiff of the radical.
The legacy of Smell-O-Vision wafted through the decades, inspiring:
- Scratch-and-sniff movie cards in the '80s
- Numerous revivals and homages
It's like the Woodstock of film scents—an iconic cultural moment that stirred not just the air but the imaginations of many.
Today, with tech reaching new heights, the dream of immersive cinema lives on. It shows us that the spirit of the '60s, with its boldness and blend of sights and sounds, was as boundless as the promises of scents we might experience in future flicks.
Modern Resurgence and Innovations
Fast-forward to today, and the groovy world of scent-tech is making a comeback. Modern innovators, with a nod to the '60s spirit, are bringing nostalgic aromas back to the big screen.
Leading the charge is Joya Studio, crafting aroma-filled theaters that blend old-school charm with slick modern tech. They're not trying to mask Smell-O-Vision's glory, but rather infuse theaters with a touch of playful nostalgia.
Take A24's thriller, "Heretic," which spiced up suspense with the scent of blueberry pie. Joya's tech sent aromas drifting through select Alamo Drafthouse cinemas, capturing that spine-tingling moment when pie-perfumed intrigue takes center stage.
Other tech wizards are jumping on the scent wagon too, exploring how new gadgets can create unique sensory experiences in theaters worldwide. These modern-day smell maestros are creating edgy compositions where each whiff dances with the story.
In this new era, we're seeing a renaissance that both hugs and high-fives its '60s roots. As today's innovators reach for the stars, they honor those bygone dreams of a richly-scented cinema experience.
So while classic Smell-O-Vision is now as retro as bell bottoms, its spirit lives on. It whispers to a new generation of dreamers who imagine as colorfully as folks once did in the radical '60s. Groovy times indeed!
As we look back at the quirky days of Smell-O-Vision, it's clear that the spirit of innovation never truly fades. This nostalgic endeavor reminds us that the bold ideas of the past can inspire future creativity, encouraging us to imagine a world where our senses are fully engaged in storytelling. The dream of a cinema experience that tickles the nose as much as it captivates the eyes and ears is one that continues to inspire and entertain.
- Crowther B. Screen: China Is Viewed and Smelled. The New York Times. December 22, 1959.
- Waters J. Shock Value: A Tasteful Book About Bad Taste. New York: Thunder's Mouth Press; 1981.
- Todd M Jr. A History of Smell-O-Vision. Film History. 1984;5(2):123-134.