Why the 2003 crossover Rugrats Go Wild attempted to bring smell to the cinema
In short: Rugrats Go Wild was the final film for two iconic Nickelodeon series, but it is best remembered for its experimental Odorama feature. By using scratch-and-sniff cards, the production attempted to immerse audiences in the island adventure, though the gimmick faced criticism for its execution and legal controversy regarding its origins.
Released on June 13, 2003, Rugrats Go Wild served as a crossover between the Rugrats and The Wild Thornberrys. The plot follows the Pickles family, who, after a botched vacation plan by Stu, end up stranded on an island where they encounter the globe-trotting Thornberrys. The film features a notable voice cast change, with Nancy Cartwright taking over the role of Chuckie Finster following the retirement of original actress Christine Cavanaugh.
The film's most distinct marketing feature was Odorama, an interactive experience where audience members used scratch-and-sniff cards to smell items appearing on screen. This was an homage to John Waters' 1981 film Polyester. However, the gimmick was not universally praised; some viewers complained the cards smelled only of cardboard. Waters himself expressed frustration, noting that the studio had failed to renew the copyright for the term, and remarked that a financial payment would have been a more appropriate tribute than a mere homage.
Commercially, the film grossed $55.4 million worldwide against a $25 million budget. Despite this, it received generally negative reviews, with critics describing the franchise as having become formulaic. While Rotten Tomatoes reported a 40% approval rating from critics, audiences polled by CinemaScore were more favorable, awarding the film an A- grade. The film's legacy continues through various home media releases, including a 2022 Blu-ray collection, though it remains a polarizing entry in the Nickelodeon film catalog.
Opens the Intellect+ feed with this card first. Swipe up for the next one.
Sources
- Summary by Intellect · source: Rugrats Go Wild
- Also: Wikidata — Rugrats Go Wild · CC0
- Also: Wikidata — Rugrats Go Wild: The Video Game · CC0
To cite this card, link to https://intellectplus.co.uk/app/entertainment-rugrats-go-wild.
How we source, check and correct cards: Editorial standards.
General information, not professional advice. Spotted an error? Flag the card or see corrections and complaints.
Intellect Plus is a visual educational discovery platform for exploring fascinating facts and ideas. Brain Food, Not Brain Rot. What is Intellect Plus?
Related
More in Animated series & cartoons · More in Entertainment · Latest · A–Z · All topics
