Domino's Pizza in Brazil is tempting movie renters through DVDs.
Creativity Online reports that the DVDs are new-release movies but are coated so that when they play, they smell like pizza.
In place of a label, movies like "Argo," "007," "Dread" and "The Dark Knight" are stamped with thermal ink and flavored varnish.
When they heat up from spinning in a standard DVD player, the smell of pizza blows out from the fans and is even stronger when ejected.
The discs are also printed to look like pizzas and end with the marketing message: "Did you enjoy the movie? The next one will be even better with a hot and delicious Domino's Pizza."
The discs will be distributed in 10 locations of a movie rental store in Brazil.
Streaming services like Netflix are not yet widespread, and Internet speeds are still relatively slow in Brazil, so the country has not seen the demise of the movie rental store.
This month, Domino's in the United States launched a live kitchen cam in one of its Utah stores to watch every step of the pizza-making process.