‘Iron Man 3 to get smell-enhanced screenings in Japan’

Angela Watercutter:

That’s right: Japan is getting Iron Man 3 in smell-o-vision. It’s not actually called “smell-o-vision” – that’s so last century – but according to The Hollywood Reporter the film will be shown in a theater in Nagoya in 4DX. This “fourth dimension” experience will offer wind, fog, tilting seats, and odor effects. It’s unclear exactly what the smells themselves will be, but if Tony smells like his Diesel-made eau de wiseass, it wouldn’t be the worst thing ever.

Why? Why, for the love of all that is holy? Whyyyyy?