Ever Wondered What ‘The Substance’ Smells Like? Now You Can Find Out With an Old-School ‘Odorama Screening’ of the Film

The Substance made a splash in 2024, grossing over $77 million worldwide. The tale of a fading film star, played by Demi Moore, who decides to take a black-market drug promising to deliver a “younger, more beautiful, more perfect” version of a person offers up body horror galore and plenty of food for thought.

But have you ever wondered what The Substance smells like? That’s the unique hook behind MUBI Fest Chicago’s special “Odorama Screening” being held on July 11, 2026.

Hearkening back to the gimmicky theater days of old, the screening promises fun (and likely some rather intense smells). Here are all the details needed to enjoy a possibly once-in-a-lifetime experience.

People Used to Do More Than Just Watch Movies at the Theater

In the 1950s, going to the movie theater was sometimes more than just sitting in a seat and watching a film. In those days, many directors — most notably William Castle — were trying out new marketing strategies because more people had acquired television sets, which meant fewer people in theaters.

More than a few of these marketing efforts incorporated fun gimmicks specific to the film being shown. 1959’s The Tingler featured certain theater seats rigged with buzzers that surprised viewers. That same year, some theaters rigged up pulley systems to fly plastic skeletons overhead during showings of House on Haunted Hill.

Then, there was Smell-o-Vision. This gimmick involved releasing odors into the theater during the movie to mimic what was on screen. It was most notably used during the 1960 film Scent of Mystery, although the use of scents to liven up cinema dates back to 1906. It was a bit of a flop for this particular movie, though.

When John Waters released Polyester in 1981, he decided to include a cheeky homage to the era of Smell-o-Vision. To do so, he created a scratch-n-sniff card. During viewings, the film cued audience members on when to scratch and sniff — among the scents were skunk and dirty shoes.

How Can People Smell ‘The Substance’ at Its Odorama Screening?

Theatergoers will be able to enjoy the John Waters method of smelling a film during The Substance at MUBI Fest Chicago with a scratch-n-sniff card featuring scents from the movie.

According to Bloody Disgusting, MUBI explained, “Each guest will receive a numbered scent card. When a number appears on screen, scratch the matching panel and experience the film through an entirely new sense.”

It’s unknown what those scents will be, but the one and only “Odorama Screening” of The Substance is happening at the Salt Shed in Chicago on July 11, 2026, at 12 pm CDT. Those interested might want to grab tickets now before they sell out.

(featured image: Mubi)

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