The company has partnered with 10 DVD rental stores in Sao Paulo and Rio de Janeiro, Brazil, to test specially made DVDs. The discs appear normal when placed in a DVD player, but when removed — presumably after the movie is viewed — the DVDs exude a pizza aroma, while top side of the disc shows the image of a pizza, the Los Angeles Times notes.
Text accompanying the image advises consumers that their next movie would be even better if they bought a Domino’s pizza to eat as they watch.
The DVDs use special ink that responds to heat produced by the DVD player to show the image and emit the odor.
A number of DVDs carrying recent Hollywood blockbusters have been treated with the ink. DVD rental stores remain common in Brazil, where movie downloads and streaming services are still recent introductions.
Shares of Domino’s rose almost 3% in Thursday trading.