In the constant quest to innovate and improve the cinematic experience, there is a fascinating and little-known aspect of cinema history: the use of scents to enrich screenings. Although sound is an essential component of modern films, it was smell that first attempted to capture viewers’ senses. Let’s explore how it all began and how this practice has evolved over the years.
The Beginnings of Aromatization in Cinema.
The first use of scenting in a movie theater was in 1906, when Samuel “Roxy” Rothafel , a visionary entrepreneur and future Roxy movie theater magnate, experimented with cotton balls soaked in rose oil. During a documentary screening of the Rose Bowl Game , Rothafel used a fan system to spread the scent of roses throughout the room, seeking to complement the imagery with olfactory experiences that resonated with the floral theme of the event.
Experiments and Challenges.
This innovative idea sparked a series of experiments in different movie theaters, where attempts were made to synchronize various scents with specific scenes in the films. For example, during a screening of the musical “ Time for the Orange Blossoms” at the Chinese Theater in Los Angeles , the scent of orange blossom was dispersed to heighten the audience’s sensory experience. However, these pioneers faced a considerable challenge: the difficulty of eliminating one scent before introducing another, which often resulted in a confusing and sometimes unpleasant mixture of odors.
The Ventilation Problem.
The primitive ventilation systems in early cinemas were not sufficient to handle the rapid removal and change of scents. This problem came to a head during the 1935 premiere of Marcel Pagnol's "Angéle" , where the odor-laden atmosphere became so unsustainable that it nearly caused a riot in the cinema. This incident underlined the need for improved scenting and ventilation technology to prevent good intentions from turning into bad experiences.
The Evolution of Aromatization Technology.
Nearly 90 years after those first attempts, technology has advanced significantly. Today, modern micro-nebulization and ventilation systems allow for much more effective application and removal of scents in cinemas. These technological advances could once again open the door to aromatization in the cinema, providing a fully immersive experience without the drawbacks of the past.
Is it time to reintroduce smell into our cinematic experiences? With today's technology, we could be on the verge of a new era where aromas effectively complement audio and video to further enrich our enjoyment of movies. What do you think? Should we explore this forgotten dimension of cinema further?
The Meditaroma Team.
