up on screen. Walt Disney World and the Disneyland Resort currently make use of this idea, in their 3-D films and other attractions. Disney's Animal Kingdom's It's Tough to Be a Bug! releases an unpleasant odor coinciding with a stink bug on-screen, causing an audience reaction; similarly Mickey's Philharmagic at the Magic Kingdom and Disney California Adventure produces pie scents. Soarin' Over California, Soarin', and Soarin' Around the World include orange blossoms, pine forest, sea air fragrances, grass, and cherry blossoms as the scenery flies below the passengers. Monsters, Inc. Mike & Sulley to the Rescue! briefly takes riders through a ginger scented sushi house. It is unknown, however, if the technology behind this is the same or a derivative of Laube's work. In 2006, NTT Communications, a Japanese telecom giant, developed a new way to display odors during the release of Terrence Malick's The New World. During seven key moments throughout the film, scents were emitted by an internet server that was linked to the reel of film, effectively downloading the scent. The scents used were supposed to evoke from the audience the emotions that were trying to be expressed in the film. Scents included floral for romance scenes, peppermint, and rosemary for tear-jerking moments; orange and grapefruit for joyful sequences; and eucalyptus, tea tree, and herbs for angry scenes. In 2010, the Norwegian film Kurt Josef Wagle And The Legend of the Fjord Witch by director Tommy Wirkola was released to cinemas with scratch and sniff cards that the audience could use while watching the movie. One year later, the American film Spy Kids: All the Time in the World by director Robert Rodriguez used the same idea, advertised as "4D Aroma-Scope". There have been further attempts to develop similar systems for the use with television or advertising screens using gel pellets or inkjet printers to spray small amounts of scent. Regal Cinemas launched a new theater type, called 4DX, which incorporates smells into the movie experience. Other off-screen features are incorporated into 4DX as well, including motion enabled chairs, fog, strong scents, and water and air to simulate wind and rain. Regal currently operates 18 theaters with 4DX. Portrayals April Fools' joke In 1965, BBC TV played an April Fools' Day joke on their viewers. The network aired an "interview" with a man who had invented a new technology called "Smellovision" that allowed viewers at home to