over an hour to clear the scents from the theater, and some smells would linger for days afterward. All of these early attempts, however, were made by theater owners and not part of the films themselves. The audience could be distracted by the scents instead of focusing on what the film director intended. Furthermore, because of the size of the theaters, large amounts of perfume had to be released to reach all members of the audience. This caused another problem: the human nose has a difficult time transitioning between smells until the molecules that triggered one smell are completely cleared from the nose, and with that volume of perfume, the scents would mix, becoming muddled. Walt Disney was the first filmmaker to explore the idea of actually including scents with his 1940 film Fantasia, but eventually decided against pursuing this for cost reasons. Laube's technique, which he initially dubbed "Scentovision", was introduced during the 1939 New York World's Fair. The system connected pipes to individual seats in theaters, so that the timing and amount could be carefully controlled by the projectionist using a control board. The first feature length film using the process was the 35-minute Mein Traum which was screened during the fair on October 10, 1940. The New York Times reported in 1943 that Scentovision "is said to have produced odors as quickly and easily as the soundtrack of a film produces sound", but Laube, a Swiss national, returned to Europe in 1946, unable to interest any film or television studios in his invention. Further attempts with releasing scents timed to key points in a film happened at the Vogue Theatre in Detroit, Michigan in 1940 with Boom Town and The Sea Hawk. General Electric developed a system in 1953 that they called Smell-O-Rama. They demonstrated its potential by exhibiting a three-dimensional image of a rose accompanied by floral scents. In 1955, Laube, with financing from the Stanley Warner Corporation, set up a working model of his system at the Cinerama-Warner Theatre in New York to show a ten-minute pilot film. In November 1957, the system, owned by Laube and Bert S. Good, was patented in the United States. Competition with AromaRama In September 1958, an announcement was made about a film called Screen Scent No. 1 to be filmed in March 1959 using a fragrance process called "Weiss-Rhodia Screen-Scent" to be produced by a company headed by