TOKYO -- A theater audience in Japan will be sniffing -- literally -- at a Hollywood film that opens later this month in Tokyo.
A new "smellovision" service from a major telecommunications company will synchronize seven different smells to parts of "The New World," a movie starring Colin Farrell as colonial leader John Smith, set in early Virginia.
A floral scent accompanies a love scene, while a mix of peppermint and rosemary is emitted during a tear-jerking scene. Joy is a citrus mix of orange and grapefruit, while anger is enhanced by a herb-like concoction with a hint of eucalyptus and tea tree.
A company spokeswoman said the smells waft from special machines under the seats in the back rows of two movie theaters, which create different fragrances by controlling the mix of oils stored in the machines.