Robert Rodriguez: '4-D films bridge computer game gap'
Robert Rodriguez believes 4-D movies are "bridging the gap" between film and computer games.
The director utilised Aroma-Scope for his new movie 'Spy Kids: All the Time in the World in 4-D' - meaning cinema goers are given a scratch-and-sniff card to use while watching the film in 3-D - helps make the theatre experience more interactive for a new generation of fans.
He said: "People today are so interactive with gaming that to go and watch the movie feels so passive, so this really bridges the gap between the two.
"You're watching the movie and then almost like video game numbers come up and you [scratch] the cards and smell almost exactly what the characters are smelling. It's funny, the characters are all reacting to it, the adults are reacting to it - it's really fun."
Robert - who directed Jessica Alba and Mason Cook in the fourth instalment of the 'Spy Kids' franchise - admits he was inspired to undertake the unusual effect after seeing a film from the 1980s.
He told MTV News: "Instead of just going 3-D like we did on the last one, we brought in 4-D, which is a very fun gimmick that I found in this old movie in the 80s. There are some really surprising smells."