{"id":506,"date":"2012-12-15T08:19:59","date_gmt":"2012-12-15T07:19:59","guid":{"rendered":"https:\/\/www.natarom.com\/marketing-sensoriel\/?p=506"},"modified":"2022-05-12T16:21:22","modified_gmt":"2022-05-12T14:21:22","slug":"le-marketing-olfactif-au-cinema","status":"publish","type":"post","link":"https:\/\/www.natarom.com\/en\/le-marketing-olfactif-au-cinema\/","title":{"rendered":"Le marketing olfactif au cin\u00e9ma"},"content":{"rendered":"

\u00ab Parfois on trouve un vieux flacon qui se souvient,<\/em><\/p>\n

D\u2019o\u00f9 jaillit toute vive une \u00e2me qui revient.<\/em> \u00bb<\/p>\n

Baudelaire, \u00ab Le flacon<\/em> \u00bb<\/p>\n

L\u2019odeur est propice \u00e0 la r\u00eaverie et \u00e0 l\u2019imagination et c\u2019est l\u2019une des pi\u00e8ces du bonheur. Se basant sur cette notion, les concepteurs du marketing ont opt\u00e9 pour la publicit\u00e9 olfactive. Allusive ou directe, son pouvoir s\u2019av\u00e8re incommensurable.<\/p>\n

Que diriez-vous d\u2019une pi\u00e8ce de th\u00e9\u00e2tre ou un film qui se pr\u00e9sente au public \u00e0 travers ses odeurs\u00a0? Un film dans une \u00eele tropicale (Pirates de Cara\u00efbes) r\u00e9pand des parfums exotiques et marins dans la salle. Avec la possibilit\u00e9 d\u2019associer le charme des odeurs \u00e0 un d\u00e9cor ad\u00e9quat.<\/p>\n

Un film dans le cadre est un pays oriental ou magr\u00e9bin, les odeurs du jasmin et de l\u2019ambre impr\u00e8gnent les spectateurs de l\u2019atmosph\u00e8re et favorisent l\u2019\u00e9vasion.<\/p>\n

Marketing olfactif :l\u2019Odorama au cin\u00e9ma<\/strong><\/h3>\n

C\u2019est une technique cin\u00e9matographique qui n\u2019est pas tr\u00e8s usit\u00e9e. Bien qu\u2019elle soit tr\u00e8s percutante, nous constatons que les sp\u00e9cialistes du cin\u00e9ma n\u2019y adh\u00e8rent pas souvent. <\/strong><\/p>\n

Voici quelques titres de \u00a0films qui ont opt\u00e9 pour la diffusion des odeurs dans les salles de cin\u00e9ma.<\/p>\n

<\/p>\n

    \n
  • Le Chocolat au Gaumont Champs Elys\u00e9es en f\u00e9vrier 2001<\/li>\n
  • James Bond ne Meurt jamais, d\u00e9cembre, \u00e9v\u00e9nement olfactif au cin\u00e9ma UGC Normandie Paris Champs Elys\u00e9es, D\u00e9cembre 1997.<\/li>\n
  • Le Grand Bleu, film de Luc Besson le 30 juin 1990. Diffusion des senteurs marines.<\/li>\n
  • Le ch\u00e2teau de ma m\u00e8re, film d\u2019Yves Robert le 24 octobre. Diffusion des senteurs garrigue, lavande<\/li>\n<\/ul>\n

    Ces techniques mettent les spectateurs dans un cadre favorable pour la r\u00eaverie, les fait sortir du r\u00e9el vil et les introduit dans un monde fictif qui leur soit familier.<\/p>\n

    Si les professionnels du cin\u00e9ma font appel aux professionnels du marketing, le succ\u00e8s viendra des deux cot\u00e9s avec le grand \u00e9panouissement pour le public.<\/p>\n

    Avant le film et suivant les s\u00e9quences, les senteurs pourraient \u00eatre diffus\u00e9es par exemples quand les personnages se trouvent sur une plage, l\u2019odeur de la mer r\u00e9pandue fera croire aux spectateurs\u00a0 \u00e0 un v\u00e9ritable voyage. Mais attention les \u00a0odeurs diffus\u00e9es ne doivent pas \u00eatre fortes, sinon elles risquent d\u2019\u00eatre g\u00eanantes et repoussantes.<\/p>\n

    L\u2019Odorama engendre une double illusion cin\u00e9matographique et conf\u00e8re au film plus d\u2019envergure. Le marketing olfactif est enclin \u00e0 rendre le r\u00eave r\u00e9alit\u00e9 en plongeant les spectateurs dans son univers fictif \u00e0 travers les correspondances sensorielles.<\/p>\n

    Marketing olfactif : l\u2019Odorama dans les jeux vid\u00e9o<\/strong><\/h3>\n

    Le Sent Science est une firme californienne qui fait parler d\u2019elle. Elle a introduit l\u2019Odorama dans les jeux vid\u00e9o.\u00a0 Son objectif consiste \u00e0 conf\u00e9rer une dimension olfactive aux jeux et permettre aux gamers de s\u2019impr\u00e9gner de l\u2019ambiance. Il s\u2019agit d\u2019un dispositif qui se branche en USB sur l\u2019ordinateur et d\u00e9gage les odeurs \u00e0 partir d\u2019une cartouche compos\u00e9e de 20 parfums vari\u00e9s.<\/p>\n

     <\/p>\n","protected":false},"excerpt":{"rendered":"

    \u00ab Parfois on trouve un vieux flacon qui se souvient,…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[70,56],"tags":[121,122,123,124,57,59,125],"class_list":["post-506","post","type-post","status-publish","format-standard","hentry","category-applications","category-marketing-olfactif","tag-baudelaire","tag-cinema","tag-films","tag-jeux-video","tag-marketing-olfactif","tag-odeur","tag-odorama"],"yoast_head":"\nLe marketing olfactif au cin\u00e9ma - Natarom<\/title>\n<meta name=\"description\" content=\"Que diriez-vous d\u2019une pi\u00e8ce de th\u00e9\u00e2tre ou un film qui se pr\u00e9sente au public \u00e0 travers ses odeurs ? 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