This Makes Scents

How come Brett Ratner, director of multi-million-dollar features, agreed to judge a festival containing only two-to-three minute films? The event is the first annual Fragrance and Film Festival, presented by Vogue and the Fragrance Foundation. When I learned that the movies must be inspired by one of the Foundation’s 2008-nominated fragrances, I had to ask Ratner what made scents to him — excuse it.

Ratner enthusiastically told me his reason to further the film and fragrance association and competition. It was because of Mike Todd, Jr.’s 1960 “Scent Of Mystery” in which various scents were wafted through the theater to jibe with the action on the screen — roses perfumed a garden scene, the unmistakable smell of fish filled a scene at the beach or at sea, etc. The system was dubbed, “Smell-O-Vision.” And it wasn’t long before sharp-tongued critics sneezingly called it “a stinker.” But Ratner said he was impressed by the innovative filmmaking and moreso when in 1981 John Waters made “Polyester” and released it with his “Odorama” system whereby audience members could compound the visual by scratching and sniffing hand-held cards. And filmwise Ratner also reminded me that scents were sprayed by fans in theaters in the pre-sound, “silents” days. “I like the idea (of the scented cinema),” enthused Ratner. “Maybe we’ll have some in theaters again?”

Ratner is joined in judging by fashion documaker Doug Keeve, music video’s Chris Robinson, and “Monster’s Ball” producer Lee Daniels. After this (pleasant) judging chore winds down, he continues working with Brian Grazer on the Hugh Hefner biopic covering Hef’s initial 1955-75 era, and the beginnings of his era of sweet scents of success. “It’s such a great story,” said Ratner. He takes a brief break May 13-15 in Israel to celebrate its 60th anniversary. Ratner proudly said he’s been invited there by President Shimon Peres.