The pizza company has partnered with 10 video rental stores in Sao Paolo and Rio de Janeiro to create a movie experience that ends with the smell and sight of pizza.
Artplan came up with the idea based on the fact that movie streaming services are still relatively new in Brasil, and internet speeds not as quick as other developed countries.
DVDs are the media of choice, and some of the latest blockbusters are the movies of choice. A small proportion of these movies have been stamped with thermal ink and covered in flavoured varnish – both sensitive to heat. What this means is that once the movie has finished playing and the disc has been heated, the heat will reveal an image of a pizza on the disc, accompanied by the smell of a freshly baked pie to entice you further.
Here’s a video to show the idea in action: