An ad promoting the family-friendly fantasy film, "Mr. Magorium's Wonder Emporium," that will run next Sunday in the L.A. Times will smell like cake. This serves as a nice reminder that while we're all well aware of the newer, better scratch 'n sniff technologies (among other advertising gimmicks) it is still largely an unknown to the general public. So much so that this news was a Top Three item on imdb.com. But maybe it's just a slow news day.
Here's the imdb news clip:
A "scratch and sniff" ad for the upcoming movie Mr. Magorium's Wonder Emporium that will appear in next Sunday's Los Angeles Times will feature the aroma of frosted cake embedded into ink used in the ad, the New York Times reported today (Monday). Fox Walden, which produced the movie, says it spent $110,000 for the ad, about double what an ordinary full-page ad in the Times would cost. "This was interesting because it ties in so perfectly with what the movie is about, a toy store where toys come alive," Fox Walden marketing chief Jeffrey Godsick told the Times. "It will increase the time people spend with the ad and the pass-around factor."
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