The Buzz

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Call it surround smell technology. Smells of feet, fish, and strawberries will be in the air in theaters this summer thanks to Burger King's unusual scratch-and-sniff promotion called "Odorama" for Viacom's Paramount Pictures/Nickelodeon movie "Rugrats Go Wild," which makes its debut June 13 and links the Rugrats characters with those of another popular Nickelodeon show, "The Wild Thornberrys." The fast feeder will distribute scratch-and-sniff cards in its kids meals starting June 2. Kids will be urged to take the cards into the movie, and then, when prompted by the movie, scratch off appropriate areas and smell Tommy, Chuckie and Eliza's aromatic adventure. Nickelodeon executives believe this promotion is the first of its kind. The movie's other promotional partners include Quaker Oats Co.'s Quaker cereals, ConAgra Foods' Kid Cuisine, Unilever Bestfoods' Skippy, Hilton Hotels Corp.'s Embassy Suites, Viacom's Blockbuster Video, which, with Burger King, will spend a collective $12 million in paid media for the movie. Overall, Nickelodeon executives say the campaign will generate $100 million in media and promotional value.