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Theatres & Cinemas

The Science of Scenting…

Theatres & Cinemas: Enhancing the Movie and Theatre Experience

Smell, being our most powerful and influential sense, is directly linked to emotions which can stimulate different moods and create memorable experiences. Personal experiences are crucial in increasing patron retention rates. It is imperative to entice consumers into cinemas and live theatre productions while competing with the rapidly growing online streaming services.

“THE PRESENCE OF A SCENT CAN POSITIVELY INFLUENCE MOVIEGOER EVALUATIONS OF A MOVIE THEATRE”

Prof. Jose M C Verissimo

Elevating the Cinematic and Theatrical Experience in Sydney and Beyond 

In the bustling cities of Sydney, Australia, and across the globe, theatres and cinemas are not just about showcasing films and live productions; they’re about creating an immersive experience. With the challenge of competing against online streaming services, it’s crucial for cinemas and theatres to offer something unique. This is where the power of scent comes into play, transforming a visit to the cinema or theatre into a memorable experience. 

The Influence of Scent in Cinemas and Theatres 

According to a study by Prof. Jose M C Verissimo in Portugal, the presence of a carefully chosen scent in a cinema or theatre can significantly enhance moviegoer and audience evaluations. This study revealed that patrons in scented environments perceived the quality of a production more positively, were more inclined to spend on concession products, and showed a greater intention to return. Interestingly, audiences in scented cinemas and theatres also perceived ticket prices as more reasonable compared to those in unscented environments. 

Creating Memorable Experiences with Scent 

The use of scent in theatres and cinemas is about more than just creating a pleasant environment; it’s about enhancing the overall experience. Whether it’s a modern classic film, an advance screening of a movie starring Emma Stone or Andrew Scott, or a new twist on a beloved story featuring stars like Jacob Elordi, the right scent can make the experience more engaging and memorable. It can turn a simple movie night or theatre visit into an extraordinary event. 

Adapting to Audience Preferences 

Cinemas and theatres are constantly adapting to cater to diverse audiences. From family-friendly movies for kids to big-screen comedies for a broader audience, the goal is to provide an amazing experience for every viewer. Select cinemas in Sydney and other major cities are now offering advance screenings of highly anticipated films, attracting movie enthusiasts who love to watch the latest releases. 

In conclusion, theatres and cinemas are redefining the entertainment experience by integrating scent marketing into their environments. This strategy not only enhances the ambiance but also positively influences audience perceptions, making each visit to the cinema or theatre a unique and enjoyable journey. Whether it’s for watching the latest blockbuster on the big screen or enjoying a live production, the right scent can make all the difference in creating lasting memories. 

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STUDY BY PROF. JOSE MC VERISSIMO

A study in Portugal by Prof. Jose M C Verissimo showed that patrons were positively influenced by scent when evaluating the quality of a production, spending on concession products and intention to return to a theatre. Through this study it was noteworthy that audiences in scented cinemas & theatres considered prices to be significantly cheaper than those in unscented environments. Overall Prof Verissimo found that scent can create positive and memorable associations with a theatre environment or the quality of a production.

Why Essential Oils?

Pure essential oil based fragrances are produced from pure plant extracts to enhance psychological and physical well-being. Unlike synthetic based fragrances, our oils are far more effective at influencing the subconscious and emotional decision making. Our fragrances do not contain proteins, polypeptides or amino acids meaning our essential oil fragrances are non-allergenic.

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THE SCIENCE OF SCENTING

CASE STUDIES & RESEARCH

Explore Case Studies and Research
Sofitel Guest Satisfaction Survey

M Gallery by Sofitel conducted a survey of 3000 of their hotel guests on the impact that fragrances have on their experience of the hotel. The survey found 78% of women and 74% of men generally like scented spaces.

Research Study: USA Casino

A study published in the Psychology and Marketing journal by Dr Alan R. Hirsch discovered the impact of fragrances had the ability to increase gaming revenue by 45%.

Research Study: Retail Bookstore

Researches in Belgium conducted a study over 10 days with the observations of 201 customers in a chain bookstore and found that sales increased by 5.07%.

Research Study: Reduced Anxiety by 63%

A New York study at the Memorial Sloan-Kettering Cancer looked to discover the impacts of ambient aromas on 70 outpatients before undergoing an MRI. It was noted that the administration of fragrances was associated with 63% less anxiety.

Research Study: Increased Sales of Nike Shoes

The Smell and Taste Institute carried out research in NIKE stores. It was discovered in the study that 84% of customers were more likely to make a purchase in the scented store. They were also willing to spend around 10-20% more.

Research Study: Scented Samsung Store

An independent study was carried out within a scented vs a non-scented Samsung store found that dwell time increased by 26%.

Case Study: Perceived waiting time decreased by 22%

A study at the University of Tsukuba, Japan in 2014, found that perceived waiting times decreased by 22%.

Research Study: Repeat Hotel Guests Increase by 47%

A study carried out by the Coventry University found that scent resulted in 47% of respondents would return to that hotel due to its fragrance.

Research Study: 54% Less Typing Errors

Studies at the Takasago Corporation in Japan discovered that employees in a scented environment made 54% made fewer errors when they could smell lemon, 33% fewer with jasmine and 20% fewer with lavender.

Case Study: Dental Practice

“Results revealed that both ambient odors of orange and lavender reduced anxiety & improved mood in patients waiting for dental treatment”

 

Research Study: Increased Spending behaviour

A Washington State University study in 2012 found that shoppers in a scented shopping environment spent an average of 20% more.

Case Study: OPEN HOME perceived home value increased by over $100,000

44 potential buyers were split into groups to inspected the same house with the perceived value of the home being increased by $100,000 in a scented environment.

 

Research Study: Night Club

he researches in the Netherlands conducted a study in the within multiple nightclubs.The results concluded that patrons in a scented night club evaluated their experience much higher as well as increased drink purchases, overall enjoyment and dancing activity.

Case Study: Employee Survey

A survey conducted on a group of office executives found that:

  • 35% of respondents say that a fragrance is the first thing that comes to there attention when entering an environment.
  • 93% agree that effective ambient scenting influences their moral, productivity and working behaviour.

 

Satisfaction
Sofitel Guest Satisfaction Survey

M Gallery by Sofitel conducted a survey of 3000 of their hotel guests on the impact that fragrances have on their experience of the hotel. The survey found 78% of women and 74% of men generally like scented spaces.

Increased Revenue

Research Study: USA Casino

A study published in the Psychology and Marketing journal by Dr Alan R. Hirsch discovered the impact of fragrances had the ability to increase gaming revenue by 45%.

Increased Revenue

Research Study: Retail Bookstore

Researches in Belgium conducted a study over 10 days with the observations of 201 customers in a chain bookstore and found that sales increased by 5.07%.

Reduced Anxiety

Research Study: Reduced Anxiety by 63%

A New York study at the Memorial Sloan-Kettering Cancer looked to discover the impacts of ambient aromas on 70 outpatients before undergoing an MRI. It was noted that the administration of fragrances was associated with 63% less anxiety.

Increased Revenue

Research Study: Increased Sales of Nike Shoes

The Smell and Taste Institute carried out research in NIKE stores. It was discovered in the study that 84% of customers were more likely to make a purchase in the scented store. They were also willing to spend around 10-20% more.

Dwell Time

Research Study: Scented Samsung Store

An independent study was carried out within a scented vs a non-scented Samsung store found that dwell time increased by 26%.

Decreased Waiting Times

Case Study: Perceived waiting time decreased by 22%

A study at the University of Tsukuba, Japan in 2014, found that perceived waiting times decreased by 22%.

Repeat Clientele

Research Study: Repeat Hotel Guests Increase by 47%

A study carried out by the Coventry University found that scent resulted in 47% of respondents would return to that hotel due to its fragrance.

Reduced Typing Errors

Research Study: 54% Less Typing Errors

Studies at the Takasago Corporation in Japan discovered that employees in a scented environment made 54% made fewer errors when they could smell lemon, 33% fewer with jasmine and 20% fewer with lavender.

Dental Practice

Case Study: Dental Practice

“Results revealed that both ambient odors of orange and lavender reduced anxiety & improved mood in patients waiting for dental treatment”

 

Increased Revenue

Research Study: Increased Spending behaviour

A Washington State University study in 2012 found that shoppers in a scented shopping environment spent an average of 20% more.

Increase Perceived Value

Case Study: OPEN HOME perceived home value increased by over $100,000

44 potential buyers were split into groups to inspected the same house with the perceived value of the home being increased by $100,000 in a scented environment.

 

Night Club

Research Study: Night Club

he researches in the Netherlands conducted a study in the within multiple nightclubs.The results concluded that patrons in a scented night club evaluated their experience much higher as well as increased drink purchases, overall enjoyment and dancing activity.

Satisfaction

Case Study: Employee Survey

A survey conducted on a group of office executives found that:

  • 35% of respondents say that a fragrance is the first thing that comes to there attention when entering an environment.
  • 93% agree that effective ambient scenting influences their moral, productivity and working behaviour.

 

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