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Scratch’n’Sniff Cinema

Hazard is a really smelly festival: try it out

Published on July 15th 2010.

Scratch’n’Sniff Cinema

The Scratch 'n' Sniff Cinema has a show to stimulate your senses at this year's Hazard MMX Festival of incidental intervention and sited performance.

Visitors to the Scratch ‘n’ Sniff Cinema on the opening night will receive a detergent inspired cocktail to enjoy during the screening.

The event producer Bren O'Callaghan has been working in partnership with The School of Art and Design at The University of Salford on a unique screening of the Thatcher-era Comedy My Beautiful Laundrette.

The difference – viewers will be able to smell what is happening on the screen, from the divine to the downright distasteful.

The showing will feature aromas that capture the scent of eight key moments in the film. The smells are micro-encapsulated and printed onto special scratch 'n' sniff cards, which are issued to the audience on arrival.

The technique is termed 'Odorama' and was pioneered by American director John Walters for his 1981 film Polyester.

My Beautiful Laundrette, directed by Stephen Frears (Dangerous Liaisons, Dirty Pretty Things) and originally released in 1985, is based on a screenplay by Hanif Kureishi. It stars Daniel Day Lewis and Gordon Warnecke as childhood friends who rediscover each other as young adults. Johnny (Day Lewis) is a white skinhead member of an extremist group, while Omar (Warnecke) is a British Asian with business ambitions. The pair begin the transformation of a run down laundrette using stolen drugs money and embark upon a risky physical relationship.

The film will be screened at the Hub M3 Gallery in Riverside, Salford at 7pm on Friday 16 July and at 2pm on Saturday 17 July. The first screening will include a Q&A session with actor Gordon Warnecke.

Visitors to the Scratch ‘n’ Sniff Cinema on the opening night will receive a detergent inspired cocktail to enjoy during the screening.

The event is 80s themed so retro treats will be dished out and viewers are encouraged to come in 80s attire.

Exclusive limited edition screenprints for the event by acclaimed poster artist Simon Misra will be available for sale and a free raffle will unveil a host of enviable vintage prizes.

With the list of past smells used in Scratch 'n' Sniff screenings including things like deodorant, boiled sweets, blocked toilets, cedar wood, campfire and roast werewolf, it's safe to say that the event will be unlike any other film screening you've ever been to.

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