A "scratch and sniff" ad for the upcoming movie Mr. Magorium's Wonder Emporium that will appear in next Sunday's Los Angeles Times will feature the aroma of frosted cake embedded into ink used in the ad, the New York Times reported today (Monday). Fox Walden, which produced the movie, says it spent $110,000 for the ad, about double what an ordinary full-age ad in the Times would cost. "This was interesting because it ties in so perfectly with what the movie is about, a toy store where toys come alive," Fox Walden marketing chief Jeffrey Godsick told the Times. "It will increase the time people spend with the ad and the pass-around factor."
The film is almost half an hour longer than 'The Force Awakens'.
The film is expected to continue without Mendes' involvement.