With so many people watching movies at home with Blu-ray or through streaming services, Hollywood has been desperate to bring people back to theaters. This is why we’ve had the big 3D revival. With the success of films like Gravity, IMAX has also been a hot ticket. And overseas, 4D cinema has been very successful as well.
4D is a cinema technology that can encompass many different experiences, and one that used to be most associated with the gimmick of Smell-O-Vision. In Asia, there are theaters that pump scents into the theater, providing the audience with the extra "dimension" of smell. There has been some effort to try and have theaters like this in the States, and Robert Rodriguez tried a similar version with scratch-and-sniff cards, unsuccessfully, for Spy Kids: All the Time in the World. (Perhaps he shouldn’t have made a soiled diaper one of the scents.)
As silly as this gimmick may sound, when you look back in cinema history, it was something that was attempted way back in 1960. In fact, there have been many gimmicks that tried to give audiences much more than a regular movie could provide, often with a much smaller budget and less resources than the major studios had to play with.
As we’ve previously reported, the first 3D feature film, Bwana Devil, was an attempt to get people into theaters again, because a brand new technological innovation, television, was keeping a lot of people at home. In fact, the ads for Bwana Devil promised you would be seeing something “Newer than television!”
And even in the case of 3D, it was a cheaper technology because it was trying to give audiences something spectacular that was much less expensive than Cinerama widescreen, which required major reworking of theaters to support. With other gimmicks that followed, a lot of filmmakers have tried to bring audiences into theaters for cut-rate prices, and many of these innovations are amusing to look back on today. Here are some of my favorites.