KEY POINTS:
Marketers who were planning to flood viewers with the smell of fresh donuts when they played the video of The Simpsons Movie - to be released next month - have lowered their sights on trying out the technology.
"Initially, we were trying to get Scent-A-Vision off the ground in New Zealand for The Simpsons Movie release in December but had some production issues with the product," said Brad Smith of Apollo Marketing in Auckland.
Mr Smith said that a smaller-scale scent promotion would still be run in the Civic Video chain to gauge customer reaction.
A "dry air" scent system will be installed in the chain's Glenfield store in Auckland, to release a donut smell.
"We still plan to use New Zealand as a test market in 2008 around some of the other bigger movie properties coming out," he said.
The use of scents has become a popular marketing tool in the US.
- NZPA
