Heston believes that a visit to the cinema should be a multi-sensory experience which tickles smell and taste not just sound and vision. And he wants the food on the cinema menu to reflect the action on screen.

If you get a chance to watch it, the Cineworld episode of Heston's Mission Impossible had an interesting bit about how he wanted to create a "multi-sensory" experience at the cinema, he described it as "4D Cinema". The whole episode is interesting, but the most relevant section was about mid-way through. It's not so much a technological approach to the idea, but I thought the experiment he did with the cinema staff was pretty enlightening.