Do You Want to Smell Jessica Alba in "Spy Kids: All the Time in the World?" Now You Can with Aromascope in Glorious 4D! 

Leave it to writer/director Robert Rodriguez to cook up a new scheme for you to watch the fourth installment of his popular franchise, "Spy Kids."

Dimension Films has announced that "Spy Kids: All the Time in the World" is taking moviegoers to a whole new level in 4D with Aromascope!

Yes, not only will you be immersed visually, you will also get to smell the action!


This is not like the Smell-O-Vision created by Hans Laube for the 1960 film "Scent of Mystery" (scent coming from your theater seat) nor the AromaRama process invented by Charles Weiss for the China travelogue "Behind the Great Wall" for director Carlo Lizzani (scent coming out of your air-conditioned theater).

This Aromascope is similar to the John Waters scratch-and-sniff gimmick used in 1981 for "Polyester." For every ticket bought, you get an Aromascope card that will transport you to the wonderful world of "Spy Kids." Or perhaps smell Jessica Alba and Antonio Banderas!

We'll see when the film opens on Aug. 19th if this Aromascope 4D is just a smelly situation! I hope the movie doesn't stink! :wink

Here's the full press release from Dimension:

New York, NY, June 24, 2011 - Dimension Films announced today that SPY KIDS: ALL THE TIME IN THE WORLD is taking moviegoers to a whole new dimension in 4D with Aromascope.

Cutting edge filmmaker and director of the highly popular SPY KIDS franchise, Robert Rodriguez, was one of the first to re-introduce audiences to 3D since its inception in the 1950s. After many years away from the cultural mindset Rodriguez brought back a whole new wave and rebirth of 3D into mainstream cinema in 2003 with SPY KIDS 3-D: GAME OVER. The film impressed and entertained audiences and went on to gross close to $200 million.

This innovative and celebrated franchise will now be the first to introduce audiences to the new adventure of 4D where they will have 8 special opportunities throughout the movie to access the action interactively through smell. The introduction of scent in the movie going experience adds to the outrageous fun by enhancing the action, adventure and comedy to take you where no film has gone before.

With each individual admission ticket, kids and parents will also receive an Aromascope card that is free of charge with easy to read numbers outlined. As the numbers flash on the movie screen the audience will rub the corresponding number on their card. When each of the 8 aromas are unleashed you will get to experience a special moment in the film and be transported into scenes in the family adventure film. This fun added attraction takes the audience beyond sight and sound and into a symphony of scents as the movie is coming to life.

"Families are going to love the interactivity of this new addition to the movie going experience. And best of all, you won't have to pay extra for 4D Aromascope, which will be provided to every theater whether it be 2D or 3D,” said Robert Rodriguez.

4 times the gadgets, 4 times the adventure and 4 times the dimension. Audiences can get a whiff of the bigger, better experience on August 19th when SPY KIDS: ALL THE TIME IN THE WORLD IN 4D opens in theaters nationwide.

And here's the official film synopsis:

On the surface, Marissa Cortez Wilson (Jessica Alba) has it all...married to a famous spy hunting television reporter, a new baby and intelligent twin step kids. But in reality, trying to mother Rebecca (Rowan Blanchard) and Cecil (Mason Cook), who clearly dont want her around, is her toughest challenge yet. Also, her husband, Wilbur (Joel McHale), wouldnt know a spy if he lived with one, which is exactly the case - Marissa's a retired secret agent. Marissa's world is turned upside down when the maniacal Timekeeper (Jeremy Piven) threatens to take over the planet and she's called back into action by the head of OSS, home of the greatest spies and where the now-defunct Spy Kids division was created. With Armageddon quickly approaching, Rebecca and Cecil are thrust into action when they learn their boring stepmom was once a top agent... now the worlds most competitive ten year olds are forced to put their bickering aside and rely on their wits. With a little help from a couple of very familiar Spy Kids, Carmen (Alexa Vega) and Juni Cortez (Daryl Sabara), and some mind-blowing gadgets, they just may be able to save the world and possibly bring their family together while they're at it.

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