Cinema: A Sock in the Nose

Behind the Great Wall (Continental), according to its promoters, is just about the most important cinematic event since the first talkie: the first smellie that really smells right. That is to say, it is a motion picture that permits the audience not only to see and hear but also to smell what is happening on the screen. The process is called AromaRama* ("You must breathe it to believe it"), and it could be guaranteed, on the basis of its first showing, to turn even a good movie into something of a stinker.

The picture...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!