Domino's Pizza launched DVDs that smell like pizza in Brazil in an attempt to have movie lovers buy pizzas to accompany their movie night.

The DVDs reportedly have thermal ink and flavored varnish sensitive to heat that emits a pizza odor when the DVD player starts to heat.

While it may seem surreal, it is actually an active marketing campaign in Rio de Janeiro and Sao Paulo between Domino's Pizza and about 10 video rental stores, according to Adage.com. The advertising can be found on new releases such as Argo, Skyfall and The Dark Knight Rises.

"While people were watching the movie, the heat of the DVD player affected the disc. When the movie ended and they ejected the disc, they smelled pizza. They also saw pizza," according to Adage.com

The discs reportedly were printed to look like a pizza and carried the message: "Did you enjoy the movie? The next one will be even better with a hot and delicious Domino's Pizza."

The marketing campaign was developed by a company called Artplan Sao Paulo, to boost video rental and pizza sales.

But Domino's is not the first fast food chain to take pizza scent to the next level. Earlier this year, Pizza Hut launched a perfume on Valentine's Day called "Eau de Pizza Hut" that smelled like the pies.

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