As far as I understand, when you rent the DVD, you have no idea about the thermal ink or the campaign. In the middle of the movie, you are starting to smell piz

As far as I understand, when you rent the DVD, you have no idea about the thermal ink or the campaign. In the middle of the movie, you are starting to smell pizza scent(creepy). At some point, you are starting to think you have an extreme urge to eat pizza and then deciding to order one. At the end of the movie, you discard the DVD from the player and you will see, everything was a lie and you are cheated. One of the weirdest marketing campaign I have ever heard of.