Scratch ‘n Sniff Cinema
2009 - 2018
Artist | live event
2018
Scratch’n Sniff CInema presents Wallace & Gromit: The Curse of the Were-Rabbit
Commissioned by Anim18 Festival of British Animation with the support of Aardman Animations (UK Tour) .
2016
Scratch’n Sniff CInema presents Matilda
Commissioned by Roald Dahl 100 (UK Tour)
2014
Scratch’n Sniff CInema presents The Wicker Man
Commissioned for BFI: British Film Institute - Film Network (UK Tour)
2010
Scratch’n Sniff CInema presents The Goonies
Cornerhouse, Manchester, UK (25th anniversary screening)
2010
Scratch’n Sniff CInema presents My Beautiful Laundrette
Hazard Festival, Salford, UK feat. Q&A with Gordon Warnecke
2010
Scratch’n Sniff CInema presents The Company of Wolves
Abandon Normal Devices, Grizedale Forest, UK feat. Q&A with Micha Bergese
2009
Scratch’n Sniff CInema presents Gregory’s Girl
BBC Big Screen Edinburgh, Festival Square, Edinburgh Fringe Festival, UK
Image by Ben Melrose
Scratch card and poster designs by Simon Misra
The so-called Proust phenomenon stems from a literary anecdote related by the French novelist Marcel Proust, who recalled how he was vividly transported back to his childhood upon inhaling the smell of a madeleine biscuit dipped into tea.
Rare or infrequently encountered odours are capable of resurrecting highly charged autobiographical episodes, resulting in a emotional rush of memory and reminiscence: the smell of a novelty-shaped eraser; plimsoll rubber upon parquet flooring; fish, chips and sea breeze.
In a period of escalating 3-D movie production, itself stemming from a gimmick long thought redundant, Scratch ‘n Sniff Cinema is a purposely no-tech method descended from the era of Odorama and Smell-O-Vision, popularised by the likes of trash film director John Waters. The use of smell by movie theatre owners as a means of additional stimuli can be traced back as far as 1906, but was largely abandoned due to being a clumsy and inefficient fad.
This was exactly my purpose in re-presenting Scratch ‘n Sniff Cinema: to encourage and invite disruption, wonder and conversation, often in non-cinema environments using portable equipment and choosing a title to respond to the location or reason for presentation. In prepping the audience for olfactory clues, the viewer becomes acutely aware of the filmmaking process… background activity, action and dialogue adopt new meaning in a dot-to-dot treasure hunt for related vapours.
But will it be a literal or abstract odour, familiar or absurd? The scents were numbered but remained anonymous, open to personal interpretation and unique association. One person’s new car smell is another person’s bubblegum. In this way we encouraged open conversation during the screenings, usually frowned upon within film exhibition, to loosen the formality of cultural participation.
With thanks to repeat collaborator Simon Misra for illustrated posters and scratch card design.
Please note - this project is now retired
