This is a DVD with a special heat-activated label on top that changes from black to a photo of a pizza and smells like a pizza when heated up in your DVD player. When heated up in a toaster oven? It smells even better.
In partnership with 10 local video rental stores, Domino's printed special labels with flavored varnish on movie discs including Argo, James Bond, and The Dark Knight. As the discs heat up, the label's movie title is gradually replaced with an image of a pizza. And, once the movie is over and the disc is removed from the player, the user is also treated to the smell of fresh pizza along with the message: "Did you enjoy the movie? The next one will be even better with a hot and delicious Domino's Pizza."
I mean, cool idea, but the problem is you should try to sell the pizza BEFORE the movie. By the time I'm getting around to watching another movie, I'm not even going to remember that pizza DVD. And I'm not just saying that because I only average watching like two movies a year, but I don't like to watch popular entertainment because whenever I think I've come up with an original idea it turns out I just saw it in a movie a month ago. I GOTTA KEEP MY BRAIN FRESH. "Your brain is stale." Even a zombie would spit it out.
Hit the jump for a video of the DVD magic in action.
Thanks to MonkeyswithGuns and Claudin, who agree PIZZA IN THE MORNIN', PIZZA IN THE EVENIN', PIZZA AT SUPPER TIME -- WHEN PIZZA'S ON A BAGEL, YOU CAN EAT PIZZA ANYTIME.