Domino’s printed special labels with flavored varnish on movie discs including Argo, James Bond, and The Dark Knight. As the discs heat up, the label’s movie title is gradually replaced with an image of a pizza. And, once the movie is over and the disc is removed from the player, the user is also treated to the smell of fresh pizza along with the message: “Did you enjoy the movie? The next one will be even better with a hot and delicious Domino’s Pizza.”