Japanese cinema audiences will soon be able to enjoy a completely different sensory experience. A new service from a major telecommunications company, NTT Communications Corp, will synchronise seven different smells to parts of the movie The New World, starring Colin Farrell.
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.
The smells waft from special machines under the seats in the back rows of two movie theatres, which create different fragrances by controlling the mix of oils stored in the machines, company spokeswoman Akiko Suzaki said on Wednesday.
In The New World, which opened in the United States in December, Farrell plays American colonial leader John Smith, who is said to have been saved from execution by North American Indian princess Pocahontas.
Cinemas will be able to download from the internet different scent sequences for other films, Suzaki said.
The company began a similar service for homes in Japan last year. Owners of the $US620 home version can download different programs to emit smells to accompany a horoscope reading or work as aromatherapy.
Owners must keep refilling the machine with fragrant liquids. NTT Communications would not disclose how many machines it has sold.
US startups have developed similar technologies before, although at least one company had to shut down during the dot-com bust.