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News Corp launches popcorn-scented newspapers

News Corp Australia has created popcorn-scented newspaper to promote The Great Night in Family Movie Collection which launches this week.

“Scenting technology” was used to infuse specific pages with the smell of buttered popcorn on over 800,000 News Corp newspapers.

Tony Phillips, chief marketing officer at News Corp Australia, said in a statement: “The bold move demonstrates how newspapers could offer innovative and effective advertising solutions for marketers.

“It’s example of how newspapers stand out as a great sensory advertising medium, helping consumers cut through the clutter and deliver smart, relevant messages in a highly entertaining way,” Phillips said.

According to Phillips the scent of popcorn was specifically chosen to evoke a sense of nostalgia within parents and grandparents.

“The scent of popcorn is instantly recognisable and inherently memorable, as are the 15 movie classics we have chosen to offer with our newspapers.”

The Great Night in Family Movie Collection will be promoted across newspapers, IGA’s, Coles and Woolworths.

Monsters v Aliens, Puss in Boots, Ice Age, Mr Poppers Penguins, Mr Peabody and Sherman, Home Alone, Rio, Shrek, Narnia Voyage of the Dawn Trader, Fantastic Mr Fox, Night at the Museum, Turbo, Horton Hears a Who and Rise of the Guardians, are all the movies in the DVD pack.

Each DVD costs $2.60 with the purchase of any metro or regional newspaper.

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