Domino’s Pizza is simultaneously living in the past and the future. On the one hand, the company still thinks people watch movies on DVD. Ever heard of how you can rent movies online with services similar to Netflix, Domino’s? Physical media is so last decade. On the other hand, Domino’s just came up with the most brilliantly innovative marketing idea ever: DVDs that “cook” into hot and delicious pizzas.
Confused? The idea is pretty crazy. Domino’s has partnered with select video rental stores to distribute DVDs of popular movies, like The Dark Knight Rises and Argo, that initially look like regular discs but “cook” into mini pizzas after being played. The most insane part? The discs also emit the smell of hot and fresh pizza.
How is this possible? Each disc has a custom label printed with thermal ink. When you first take it out of the case, it looks pretty generic — just a gray circle with the title of the movie printed on it. The heat of the DVD player activates the ink, revealing a hidden image of a pizza and causing the smell of a hot pie to permeate into the room. Basically, the DVD player “cooks” the pizza.
“Did you enjoy the movie?,” the discs say after being heated. “The next one will be even better with a hot and delicious Domino’s Pizza.”
Currently, Domino’s pizza-scented DVDs are only available in Brazil, a country where going to the video store to rent that evening’s entertainment isn’t something you think your grandpa might have done in the distant past. No word on whether we’ll ever see them stateside.