Newspaper ads for the upcoming Mr. Magorium’s Wonder Emporium, starring Natalie Portman and Dustin Hoffman, have a scratch-n-sniff element to them. The good news – it smells like cake. The movie is about the most wonderful toy store in the world. The bad news – most scratch-n-sniff cards smell awful anyway. Anyone remember the scratch-n-sniff episode of “My Name is Earl”? I didn’t smell Oreos. I smelled paper.

For the full scoop, check out Movie Marketing Madness.

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