In the ever-evolving battle to keep moviegoers coming to theaters, Hollywood has invented some truly spectacular (and spectacularly weird) exhibition gimmicks over the decades. Let’s take a nostalgic trip through cinema’s most ambitious attempts to create ‘immersive’ experiences.
The 1950s marked the beginning of cinema’s great gimmick era, as theaters fought against the rising popularity of television. William Castle became the king of movie gimmicks with innovations like ‘Percepto’ for ‘The Tingler’ (1959), where theater seats were equipped with vibrating motors to startle audience members at key moments.
Perhaps the most infamous gimmick was Smell-O-Vision, which debuted in 1960 with ‘Scent of Mystery.’ This system released different odors into the theater to correspond with events on screen. Its competitor, AromaRama, used a similar concept but failed to catch on, largely due to lingering smells that created unintentional mashups of scents.
The 1970s brought Sensurround, used memorably in ‘Earthquake’ (1974). This system produced low-frequency vibrations that literally shook theaters, making audiences feel like they were experiencing actual tremors. While impressive, some theater owners complained about structural damage to their buildings!
The 1980s saw the rise of specialty formats like IMAX, while the ’90s introduced interactive movie experiences where audiences could vote on plot developments using seat-mounted controllers. But it was the 21st century that brought us the most sophisticated gimmicks yet.
Today’s 4DX theaters incorporate moving seats, weather effects, scents, and even water sprays to create multi-sensory experiences. It’s the culmination of decades of experimentation, proving that while the technology has evolved, the basic desire to make movies more immersive remains unchanged.
What’s fascinating is how these gimmicks reflect their eras: The playful experimentation of the ’50s, the technical ambition of the ’60s, the bombastic nature of the ’70s, and today’s high-tech integration. While some innovations failed spectacularly, each contributed to cinema’s evolution as an immersive medium.
As virtual and augmented reality emerge as the next frontier, one can’t help but wonder: What outrageous exhibition gimmicks will future generations look back on with the same bemused appreciation we now have for Smell-O-Vision?