Ever seen a movie that stinks? This Israeli tech firm wants to make that literal
Autonomous driving, vegetarian robots among other Israeli ideas at the Consumer Electronics Show in Vegas

Has this ever happened to you? Israeli tech firm iRomaScents is hoping to help you avoid embarrassing situations with technology that will allow you to smell movies, TV shows and video games. Photo by iStock/GoodLifeStudio
Have you ever been watching a movie and had a burning desire to sniff Ryan Reynolds? An Israeli tech firm is working to make that a reality.
On Sunday, the annual Consumer Electronics Show wrapped up in Las Vegas. During the four-day expo, hundreds of companies showcased their wares, with products running from Elon Musk’s Boring Company demonstrating their supposed transport tunnel system of the future to the latest in smart home appliances. But Israeli firm iRomaScents may have had the most unusual ideas on display.
Founded in 2019, iRomaScents plans to introduce “the next generation of scented movies & commercials.” On its website, the company says it has plans for three applications of the technology. Retail applications will provide a “smarter way of shopping for fragrance,” the company says.
“Buying an aftershave today is a long process, at the end of which, after smelling several products, shoppers just give up and leave the store,” founder and CEO Avner Gal told CTech. “We are able to provide the consumer, according to their requirements and preferences, with the smell of the product that suits them best alongside three different alternatives, and the possibility that they will make a purchase is much higher.”
The other two applications will allow audiences and gamers to get more immersed than ever in movies, TV shows and video games. At last, film buffs will be able to smell the sweat as Tom Cruise runs through his next Mission: Impossible.
Although arguably the funkiest, iRomaScents was just one of dozens of Israeli tech firms on display at CES. Other companies included CORRactions, which produces tech that monitors subconscious movements to determine a person’s cognitive state; SavorEat, which offers on-demand vegetarian meals prepared by a robot chef; cutting-edge carseat company babyark, as well several autonomous driving technology and other mobility firms.
An official Israel Pavilion displayed the best of the country’s latest developments in artificial intelligence, vehicle safety, digital health and other technology.
The Forward is free to read, but it isn’t free to produce

I hope you appreciated this article. Before you go, I’d like to ask you to please support the Forward.
Now more than ever, American Jews need independent news they can trust, with reporting driven by truth, not ideology. We serve you, not any ideological agenda.
At a time when other newsrooms are closing or cutting back, the Forward has removed its paywall and invested additional resources to report on the ground from Israel and around the U.S. on the impact of the war, rising antisemitism and polarized discourse.
This is a great time to support independent Jewish journalism you rely on. Make a gift today!
— Rachel Fishman Feddersen, Publisher and CEO
Support our mission to tell the Jewish story fully and fairly.
Most Popular
- 1
News Who is Alan Garber, the Jewish Harvard president who stood up to Trump over antisemitism?
- 2
Opinion The dangerous Nazi legend behind Trump’s ruthless grab for power
- 3
News Student protesters being deported are not ‘martyrs and heroes,’ says former antisemitism envoy
- 4
Opinion What Jewish university presidents say: Trump is exploiting campus antisemitism, not fighting it
In Case You Missed It
-
Culture This Jewish New Yorker survived the Holocaust and the Hungarian Revolution, and is still helping others today
-
Fast Forward Trump says he and Netanyahu are ‘on the same side of every issue’ following talks on Iran, tariffs
-
Fast Forward California school board members accused of antisemitism during contentious meeting
-
Fast Forward Over 100 Chicago-area rabbis and cantors condemn Trump’s campus crackdown
-
Shop the Forward Store
100% of profits support our journalism
Republish This Story
Please read before republishing
We’re happy to make this story available to republish for free, unless it originated with JTA, Haaretz or another publication (as indicated on the article) and as long as you follow our guidelines.
You must comply with the following:
- Credit the Forward
- Retain our pixel
- Preserve our canonical link in Google search
- Add a noindex tag in Google search
See our full guidelines for more information, and this guide for detail about canonical URLs.
To republish, copy the HTML by clicking on the yellow button to the right; it includes our tracking pixel, all paragraph styles and hyperlinks, the author byline and credit to the Forward. It does not include images; to avoid copyright violations, you must add them manually, following our guidelines. Please email us at [email protected], subject line “republish,” with any questions or to let us know what stories you’re picking up.