Get ready to experience the Oscar-winning film The Substance in a new and unique way. The Coralie Fargeat-directed movie will receive a one-night-only scratch ‘n sniff in Chicago. Audience members will receive an exclusive scratch-and-sniff card to smell along with the showing.
“For one screening only, experience THE SUBSTANCE like never before…,” distributor MUBI explains. “ACTIVATE YOUR SENSES with an exclusive scratch ‘n sniff edition of Coralie Fargeat’s instant cult classic. Powered by career-best performances from Demi Moore and Margaret Qualley.”
A Brief History of Scratch ‘n Sniff Cards for Movies
Cinema has a rich history of trying to use more of an audience’s senses than just sight and sound. The idea of engaging the olfactory sense via a scratch ‘n sniff card was first used by cult filmmaker John Waters for his 1981 film Polyester. Each Odorarama card had ten numbered spots, and audiences were supposed to sniff when the block’s corresponding number flashed on screen. A gimmick the director later joked made audiences “pay to smell shit,” since that is a scent the cards contain.
Later in the 1980s, MTV aired the 1960 film Scent of Mystery directed by Jack Cardiff. The movie was the first to ever use the Smell-O-Vision system, which pumped scents into theaters during pivotal scenes. Though this system was wrought with errors, to the point where it never really caught on, it still held a campy nostalgia. So on the MTV airing, the network partnered with a convenience store to distribute scratch ‘n sniff cards, trying to replicate the theatrical experience.
In 2003, the Nickelodeon film Rugrats Go Wild used Oderarama scratch n’ sniff cards as an homage to Waters since the copyright on the marketing gimmick had lapsed. Then, the 2011 family film Spy Kids: All the Time in the World also used the stunt. In 2020, Addison Binek made banana-scented cards to promote his film Psycho Ape! So this screening at MUBI Fest will just be the latest in a herculean attempt to bring scent to film.
The Substance’s scratch ‘n sniff screening will take place on July 11th at 12 P.M. (CDT) at the Salt Shed located at 1357 N Elston Ave, Chicago, IL 60642. You can grab tickets here.
