Researches show that tactile and olfactory feedback can enhance audience attention, engagement, and emotional arousal. However, the use of these technologies faces certain challenges. Despite these obstacles, haptic cinema holds considerable potential in transforming the film-viewing experience and increasing sensory immersion. The aim of this study is to explore the impact of olfaction on the brain. In other words, this research seeks to investigate the causal relationship between the sense of smell and the film-viewing experience. Given the manipulation of the independent variable—namely scent—this study is classified as experimental research. The experiment used two groups (control and experimental). Both groups were exposed to the independent variable (scent), and all participants were subsequently asked to respond to a questionnaire. The first group consisted of audience members who attended the theatrical performance Gerehgah. A non-probability sampling method was used, and this group included 94 theatergoers. After the performance and exposure to the scent, participants were asked to answer a series of questions regarding their experience of the scented theater. The second experimental group consisted of 10 individuals with academic backgrounds in cinema. Following the experiment, they were also asked to complete a questionnaire. In both groups, the researcher was present as an observer and recorded the audience’s observable reactions to the release of scent. The results indicate that the use of scent has a significant impact on the theater and cinema viewing experience.