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Celluloid, smelluloid: New 'Spy Kids' film is... scented?

Piven Alba Spy Kids

(Rico Torres)

This summer, Spy Kids 4: All The Time In The World audiences will be treated to a fragrant new dimension during their cinematic experiences: smell. According to Dimension Films, the Aug. 19 reboot of Robert Rodriguez’s blockbuster kiddie series will be released with in ‘4D’ – that is, with Aromascope olfactory enhancements. I can only hope this means the fourth Spy Kids movie finds junior spies Rebecca (Rowan Blanchard) and Cecil (Mason Cook) rescuing their loved ones from the clutches of an evil Italian restaurant owner and/or pastry chef. (No? The enemy is just a warlord? Fine.)

According to a press release from Dimension, each ticket sold will come with a Scratch ‘n Sniff-type scent card with eight numbered scents. The corresponding numbers will then be projected onscreen during the movie, letting viewers know when and what to, well, scratch and sniff. Is your inner 7-year-old giddy with anticipation? Mine, too.

In the release, director Rodriguez says: “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.” All scents included in the price of the movie ticket – just imagine what kind of box-office boon this have been for Charlie and the Chocolate Factory. Or Julie & Julia.

In 2003, Spy Kids 3D: Game Over implemented the 3-D format and reeled in nearly $200 million worldwide. Will the studio’s upping the ante also up the opening weekend figures? The kid-friendly innovation is certainly a bold move by the studio. What do you think, PopWatchers? Will Spy Kids 4: All The Time In The World be greeted by the sweet perfume of success or the stench of failure?

Read more:
‘Spy Kids 4’ trailer: Jessica Alba and Joel McHale in… 4-D?

Originally posted June 24 2011 — 6:30 PM EDT

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