New DVD campaign by Domino's pizza.

Chances are, if you're having a movie night, there could be pizza involved. But that means an actual edible pizza -- not a DVD that happens to smell like one.

Domino's Brazil has teamed up with 10 video rental stores to create DVDs with a heady pizza scent, all thanks to thermal ink. When the DVD is finished, an image of a pizza appears on it.

As soon as the disks get hot when played, they start to smell like Domino's. After the DVD is ejected, special thermal ink has turned the disk into a mini pizza that reads: "Did you enjoy the movie? The next one will be even better with a hot and delicious Domino's Pizza."

Congratulations on an extremely successful promotion, Domino's!