Domino's debuts a DVD that smells like pizza

Smell-o-vision is finally here with the pizza chain's newest technological experiment in Brazil.

By Kim Peterson May 17, 2013 2:02PM
Credit: PRNewsFoto/Domino's Pizza
Caption: Try Domino's New Handmade Pan Pizza Made From Fresh, Never-Frozen Dough!Domino's (DPZ) is testing a DVD in Brazil that looks and smells like pizza. The idea goes something like this: When people finish watching a movie and remove the DVD disc from the player, Domino's is going to assault their senses with pizza in hopes it leads to sales.

DVDs tend to get hot when they're being played. And so Domino's is stamping discs with heat-sensitive thermal ink and a pizza-scented varnish, Advertising Age reports.

It doesn't sound like the varnish is strong enough to send the smell of pizza wafting across the room. Instead, when someone ejects the DVD disc from a player, the discs smell like pizza. They're also printed with thermal ink to look like mini pizza pies, and feature this message: "Did you enjoy the movie? The next one will be even better with a hot and delicious Domino's Pizza."

It's not perfect. In theory, you'd want to sell people the pizza before they play a movie, not after. But it's an interesting experiment in a country whose residents still rely heavily on the local video-rental store instead of streaming technology.

Domino's is partnering with 10 rental stores in Sao Paulo and Rio de Janeiro, and stamped about 10 discs of 10 different movies, including "Argo," "Dread" and "Skyfall."

"That's simply a brilliant marketing campaign," notes VentureBeat. "And a very savvy mixture of both high and very standard technology."

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Tags: DPZ
May 17, 2013 4:04PM
I prefer not to smell barf. Nor do I need a lingering smell in my PC or DVD player.
May 17, 2013 10:50PM

What. The. ****. Ban this in the US now, before other companies start getting ideas. I don't want to be playing Blu-Rays and DVDs in the future and be bombarded by all kinds of smells trying to sell me crap, when all it's going to do is make my ill and cause my entertainment system smell like a chemical bomb went off.


There is no Constitutional Freedom of Stench here.



May 17, 2013 3:44PM
When has Domino's ever had a brilliant marketing campaign?  Every single commercial they air on TV boils down to them saying, "We know we suck, and here's why"  It's quite hilarious every time they play, never understood who would give the greenlight and money to project that nationwide.   
May 17, 2013 3:00PM
Yet if this was tried in theaters in America, it would be labeled subliminal messaging.
May 17, 2013 11:00PM

Domino's old slogan haft hour of lest killed many people. The reckless way they made their drivers Speed so they can do so. A friends two parents were killed back in the 90’s by a Domino's driver and top it all off the driver had no insurance and  Domino’s.had no insurance. WHY THE HELL ARE THEY STILL IN BUSINESS

May 17, 2013 8:45PM
They should make pron dvds that smell like vagina!
May 17, 2013 9:21PM
dominoes is by far the worst pizza out there.
May 17, 2013 11:42PM
Someone actually pulled-out in front of a Pizza Delivery Guy...Big mistake.
May 17, 2013 10:47PM
Artificial smells are healthy too.  Can't wait to suck in come of those strange chemicals.
May 18, 2013 12:52AM
OH God isn't there enough waste in this world? Please for the love of God don't make that landfill garbage. So stupid!
May 18, 2013 12:46AM
Really, Domino's

I would argue that the next movie would be even better with a hot and delicious pizza from your LOCAL pizza parlor.
May 17, 2013 11:07PM
Just another assault on our privacy. They should have to tell us this is going to happen. Marketing and advertising people are like used car salesman.
May 18, 2013 12:45AM
It isn't pizza smelling, it's pizza scented. Pizza smelling would mean that the dvd is enjoying the aroma of pizza.
May 17, 2013 11:30PM
Willy Wonka and the Chocolate Factory dvd smelled like chocolate... at first
May 18, 2013 6:31PM

I don’t rent movie I buy them and stream them over the net. I will say this any Movie Studio that tries this in the United States If known I will not buy them if unknown I will file a lawsuit for damages to my computer or blue ray player and my nose.       

May 18, 2013 5:19PM



May 17, 2013 9:04PM
popcorn would make better flavored popcorn
May 17, 2013 6:46PM
If the movie is something I think I would like, and Dominos are giving them out for free, OK.
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