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| April 11, 2006 |
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| TOKYO, JAPAN – NTT Communications (NTT Com) announced today that technologies used for its Web-linked fragrance system will be specially employed at selected theaters in Japan for showings of "The New World" starring Colin Farrell beginning April 22. Moviegoers will experience various scents to heighten their sense of joy, love, sadness, etc. during key scenes. The technology is based on NTT Com's Fragrance Communication (Kaori Tsushin) system, which uses a special scent-emitting device programmed with information obtained via the Web. Scents will be emitted into the theaters using devices placed under viewers' seats. The system will be employed at one theater each in Tokyo and Osaka. The movie, distributed by Shochiku Co., Ltd., stars Colin Farrell as a British adventurer in the legendary romance between John Smith and Native American princess Pocahontas in the 17th century New World. The system downloads an aroma recipe and distribution schedule from an aroma-control server and stores the information in a LAN box, which can then be disconnected from the network and moved freely. The box is then connected to aroma-emitting devices placed under a number of seats in the theater. Each device contains six base oils, which are combined according to the recipes for specifically generated aromas. The LAN box controls the automatic release of these aromas during selected scenes of the movie. Research has shown that the human sense of smell can create stronger, more lasting impressions than sight, suggesting that the system has the potential to greatly heighten the intended effect of communication for diverse purposes. NTT Com offers Fragrance Communication as a system for B2B2C / B2C and in-house applications. Providers can use it as a platform for online services, such as aromatherapy treatments and multimedia combining aromas with specific types of visual and/or audio content. General companies can rent aroma-generating devices, network-connection equipment and setup software for in-house applications, such as waiting lobbies, restaurant dining areas, displays and many more. Shunichi Hamada, Deputy Manager of the Consumer & Office Users Business Division of NTT Com says, "Thanks to the use of Internet telecommunications, the system can be managed from one place even if installed in multiple locations around the country or around the world." NTT Com is currently working with a wide variety of companies interested in Fragrance Communication, such as homebuilders, carmakers and hotels. The Imperial Hotel in Osaka uses the system to deliver various fragrances to selected rooms. Guests can request that scents be specially blended to fit their mood or activities, such as an invigorating scent delivered along with a morning wake-up call. The Fragrance Communication service for general consumers was launched in November 2005. Customers download aroma recipes that their aroma-emitting devices use to generate fragrances for specific purposes, such as relaxing before bedtime or staying alert late at night. Attachment 1: Fragrance Schedule for The New World Attachment 2: Configuration of In-theater System About NTT Com NTT Communications is a subsidiary of Nippon Telegraph and Telephone (NTT) Corporation (NYSE: NTT) - one of the world's largest telecommunications companies. NTT Com provides high-quality, technologically advanced network management, security and solution services to consumers, corporations and governments on a global basis, with a special focus on the Asia-Pacific region. Its world-class backbone network, combined with the networks of partner companies around the world, offers access to more than 200 countries. NTT Com Group has more than 30 companies in the Asia-Pacific region, Europe and the Americas. The company has garnered several awards for its leading edge technologies, outstanding performance and customer service, including "World Communication Awards Best Customer Care - 2005." For more information, please visit http://www.ntt.com |
