Word: scent
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Dates: during 1950-1959
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...AromaRama process itself, developed by a public relations executive named Charles Weiss, is fairly ingenious. The film carries a "scent track" that transmits cues to an electronic "trigger" that fires a salvo of scent into the theater through the air-conditioning ports. The AromaRama people claim they can reach every nose in the house within two seconds, and remove the odor almost as fast as they release it. The perfumes* are built up on a quick-evaporating base (Freon), and as the air is drawn off for filtering, it is passed over electrically charged baffles that precipitate the aromatic particles...
...they just another cinema gimmick that will soon be one with the paper goggles of yesteryear? No doubt the public will get tired before very long of having its nose tweaked. But if smelliemakers can provide more realistic smells and make more intelligent use of them, the scent track might offer rather more than meets the nose. Exhibitors can sniff secondary possibilities in "the olfactory dimension." One of them has suggested that if he could give his customers the smell of steam heat, he might be able to cut down his oil bill. Another plans to fill his theater...
...confused with SmellOVision, the process developed by Mike Todd Jr. for Scent oj Mystery, a smellodrama scheduled for release next month. *Developed by Rhodia, Inc., a leading U.S. manufacturer of industrial perfumes. Among Rhodia's products: pine scent for knotty-pine-patterned wallpaper, leather smell for plastic briefcases, new-car odor for used cars, tobacco smell for cigar boxes, Strawberry scent for embalming fluid...
Born with a silver-plated spoon in his mouth, Amory (Harvard '39) has spent most of his postgraduate years doggedly following society's international trail. Somewhere between Boston and Bar Harbor he lost the scent, concluded gloomily that society was dead. "I realized," said Amory, "that the celebrity world overcame the society world-nobody looks at Mrs. Vanderbilt's pearls any more; they just want to see what Marlene Dietrich is wearing...
With these restrictions in mind, a horde of tipped-off tabloid photographers descended on Club 84 and Father Gussoni, who panicked and fled. Trailed by the flashbulb boys to another nightspot, Gussoni and his friends sent out a waiter "disguised" as the priest to lead them off the scent, but one alert photographer simply followed raincoated Father Gussoni home and snapped another picture...