A DVD that smells like pizza

The thermal ink on a DVD smells like pizza as the disc heats up. Domino's Pizzeria, in collaboration with a Brazilian advertising agency, launched an unusual campaign. Fragrant DVDs were available for rent at 10 DVD rental stores in Rio de Janeiro and São Paulo. Ten discs of new titles, including "Argo," "Dread," and "The Dark Knight," were filled with thermal ink and a fragrance —sensitive to heat. While people were watching the film, the temperature of the DVD player affected the disc. After the film ended and the disc was removed, the smell of pizza was palpable . The disc not only smelled good, but looked like a small slice of pizza. The ad on the disc encouraged me to buy the delicacy. Did you enjoy the movie? The next one will be even better when you eat a hot and delicious Domino's pizza. The practice of coating records with fragrant oils , which are released when exposed to heat, was introduced by the American company Digital Flex Media in 2012. Besides pizza, you could smell fruit from the disc, and even your own scent, as long as it wasn't water-soluble, didn't contain alcohol, and boiled at temperatures above 100 degrees Celsius. In the age of streaming movies, the Brazilian idea might seem a bit archaic. However, it's a country where Netflix and iTunes are still relatively new and accessible to more affluent individuals. Furthermore, broadband internet isn't as fast as in the United States, so DVD rentals are still popular in Brazil.