👃 Smell-O-Vision is coming

PLUS: The economics of canceled baseball. March 3, 2022 [The Hustle] Time to dust off that aloha shirt you haven’t worn in two years. We’re giving away four $3.5k vacation packages. Each winner gets a $1.5k American Airlines gift card and a $2k Airbnb gift card. Enter the giveaway by sharing your unique referral link by tomorrow, March 4 at 11:59pm ET. Details below.* In today’s email: - Smellable VR: How does scent fit into virtual reality? - Chart: The cost of plastics in clothing. - Baseball: The economics of canceled games. - Around the web: Free Blockbuster, book-writing tips, recipe swaps, and more cool internet finds. 🎧 On the go? [Listen to today’s 10-minute podcast]( to hear about who’s suing McDonald’s for $900m, Fitbit’s recall of 1.7m watches, smelly VR, and more. The big idea [smelling gif]( Scent’s purpose in virtual reality Digital scent tech has [a long history of failures](, from Smell-O-Vision to iSmell, an attempt to perfume the internet. But what about VR, a medium designed for immersion? That’s what Vermont-based startup [OVR Technology]( is all about. Co-founder Aaron Wisniewski has a background in food science… … and worked as a chef and sommelier before founding flavor and fragrance company Alice and the Magician in 2013. He told The Hustle he was blown away by how real VR felt, but — given his background — the thing that was missing was smell. How it works OVR’s [scent device](, ION, straps to the bottom of any VR headset and connects via Bluetooth. It contains a replaceable cartridge that Wisniewski describes as “a salt shaker filled with scented liquid.” In OVR’s demo, you can pluck roses and roast marshmallows. As you do, the device releases scent molecules. Smells intensify and fade with proximity to VR objects. An engineering hurdle with similar devices has been the ability to create — and clear — scents without filling a room. OVR’s tech can do that, and the medium helps. “VR or AR [are spatial technologies] that you can personalize. You can have 100 people having a different experience right next to each other,” Wisniewski said. There are 3 main applications Health and wellness: OVR’s meditation experience, INHALE, is being [used]( at rehab and detox clinics. Albert “Skip” Rizzo, Ph.D, director for medical VR at USC’s Institute for Creative Technologies, uses [VR exposure therapy]( to treat PTSD in veterans, immersing them in war simulations to confront and reprocess memories. Rizzo told The Hustle that because smell is connected to memory, “we theorize that it would add value to the already compelling audio-visual stimuli presented in VR. Training: Field medics, who must learn to perform in stressful situations, might face bad smells like gunpowder, burning rubber, or bodily fluids. Arts and entertainment: Games, theater, and storytelling. OVR recently partnered on “[Shifting Homes](,” an experience that explores storms exacerbated by climate change in Samoa. Currently, ION isn’t available to consumers, but you might see it at festivals, pop-ups, and installations soon. Fun fact: [The Void]( — a VR attraction with touch, temperature, and scent — shut down amid the pandemic. But it might be [coming back](. [Share on Facebook]( [Share on Twitter]( [Send as email to a friend](mailto:?subject=The%20Hustle%20wrote%20something%20I%20think%20you%27ll%20like...%0A&body=Scent%E2%80%99s+purpose+in+virtual+reality%0Ahttps%3A%2F%2Fthehustle.co%2F03032022-scent-VR%3Futm_campaign%3DScents%2Bin%2BVR%26utm_content%3D03032022-scent-VR%26utm_medium%3Demail%26utm_source%3Ddaily%0A%0AYou%20can%20subscribe%20with%20my%20link%20here%20to%20get%20the%20latest%20in%20tech%20and%20business%20daily:%0A [View on our website]( SNIPPETS Playing catch up: Instagram [says]( it’s launching auto-generated captions to help users with impaired hearing. TikTok launched a similar feature in April 2021. Apps + ads: AppLovin, a platform that helps apps monetize, is dropping $430m to [acquire]( Wurl, a connected-TV advertising platform. The move will help AppLovin offer advertisers exposure to the connected TV market. Price hike: AMC [announced]( it would test variable ticket pricing with The Batman, a strategy that will see higher prices for newer releases. No word on what that means for popcorn or soda prices. Smart split: Ford [says]( it’s splitting into 2 divisions: electric and gas. The EV division will focus on technology and growth, and the gas division on profits. 5 big business ideas from Twitter: Remote home services, CRM migration, a no-brainer Shopify app, and more. Trends [identified]( 5 Twittersphere winners. --------------------------------------------------------------- Hey — enjoy getting quick updates on what you care about? Take [20 seconds]( to personalize your Snippets. Pick your preferences👇 and we’ll send you more of what you love. Boom. [Personalize my Email →]( Fashion’s Fault [women's clothing that contain new plastics]( Singdhi Sokpo / The Hustle Plastic looks great — but comes at a cost There’s a good chance the clothing you’re wearing right now is made from plastic. New plastics — including fabrics like polyester, nylon, and elastane — have soared in popularity with modern styles from athleisure to faux furs, according to [Bloomberg](. The issue is that these materials are often blended. Recycling clothes is already hard, but recycling clothes with blends is even harder because you need to sort by material. One recent report found less than 1% of clothing marked for recycling is actually reused. And in case you were wondering where most clothes end up, we’ve got you [covered]( (and it’s not pretty). [Share on Facebook]( [Share on Twitter]( [Send as email to a friend](mailto:?subject=The%20Hustle%20wrote%20something%20I%20think%20you%27ll%20like...%0A&body=Plastic+looks+great+%E2%80%94+but+comes+at+a+cost%0Ahttps%3A%2F%2Fthehustle.co%2F03032022-plastic-clothes%3Futm_campaign%3DScents%2Bin%2BVR%26utm_content%3D03032022-plastic-clothes%26utm_medium%3Demail%26utm_source%3Ddaily%0A%0AYou%20can%20subscribe%20with%20my%20link%20here%20to%20get%20the%20latest%20in%20tech%20and%20business%20daily:%0A [View on our website]( Free Resource 12 rockin’ resume templates for your next hunt No need for you to make that from scratch. We’ve lined up some winners. Maybe you’re about the DIY life. You know we respect that. But these templates are already so pristine and aesthetically pleasing that all that’s left is to fill in the blanks. Download all [12 professional resume templates](: - Templates fit for hustlers, strategists, specialists, whoever - Fully customizable to size, space, and color to your liking - Available on Google Docs/Slides + Microsoft Word/Powerpoint Just add a mugshot, bio, and bullets. That’s a killer first impression. [12 gig-getting templates →]( Pastime Problems [baseball graphic]( The economics of canceled baseball games Baseball may be a “national pastime,” but a favorite pastime of baseball is labor disputes. Since 1972, there have been 9 [instances]( of strikes or lockouts in Major League Baseball (MLB). Most recently, on Tuesday, the MLB’s owners failed to reach an agreement with the players union, resulting in the [cancellation]( of 91 games across the league. And there are big implications Baseball is a big business, with the average MLB team [worth]( $2.2B. A lockout would affect everyone: - Players don’t get paid if games don’t get played. Collectively, players stand to [lose]( ~$20.5m for each day that’s wiped off the schedule. - Teams: One [estimate]( pegs the average revenue per MLB game at ~$4m across tickets, food, and merchandise. - Local businesses surround ballparks, and they’ll [miss out]( on some of their biggest days of the year. There’s also lost broadcast revenue and stadium workers that won’t get paid, among other things. So what’s the hold up? In short, players and owners can’t agree on things like a salary floor and the number of teams that make the playoffs. Critics have been [skewering]( MLB commissioner Rob Manfred for pushing a sport that’s already [losing fans]( even closer to irrelevance. Hopefully the parties can fix things before this pastime literally becomes a thing of the past. [Share on Facebook]( [Share on Twitter]( [Send as email to a friend](mailto:?subject=The%20Hustle%20wrote%20something%20I%20think%20you%27ll%20like...%0A&body=The+economics+of+canceled+baseball+games%0Ahttps%3A%2F%2Fthehustle.co%2F03032022-canceled-baseball-games%3Futm_campaign%3DScents%2Bin%2BVR%26utm_content%3D03032022-canceled-baseball-games%26utm_medium%3Demail%26utm_source%3Ddaily%0A%0AYou%20can%20subscribe%20with%20my%20link%20here%20to%20get%20the%20latest%20in%20tech%20and%20business%20daily:%0A [View on our website]( AROUND THE WEB 🏒 On this day: In 1875, the [1st indoor game]( of ice hockey was played in Montreal. Naturally, it ended in a brawl. 🥗 Useful: Trying to eat less meat? Having a vegan over for dinner? Use [this site]( to turn any recipe into a plant-based one. 🦯 That’s interesting: 350+ blind people worldwide received a bionic implant from Second Sight that enables some vision. But [what happens]( now that the company’s gone bankrupt? 📘 How to: A [guide]( to writing a book. And then getting it published. 📼 That’s cool: [Free Blockbuster]( is a network of free video rentals. Take a movie, leave a movie. Meme of the day [VR meme] Source: [imgflip]( Tech Giveaway [prizes]( Help us send you on a vacation Want a shot at the prizes above?* Here’s what you need to do: - Step 1: Copy your personal referral link below. - Step 2: Share your link with everyone you know. Give it to your mailman. The more the merrier. Everyone that signs up through your link gives you one ticket in the raffle (1 referral = 1 ticket). - Step 3: Wait to see if you’re one of the 4 winners after March 4th! Your custom referral link: [ *NO PURCHASE NECESSARY. Open only to The Hustle newsletter subscribers who are 18 years of age or older and U.S. residents. Ends at 11:59 p.m. EST on March 4, 2022. To enter and review the Official Rules, visit [(. Void where prohibited or restricted by law. How did you like today’s email? Today's email was brought to you by [Jacob Cohen](, [Juliet Bennett Rylah](, [Rob Litterst](. Editing by: Jennifer “Smell ya later” Wang. [PODCAST]( [JOBS]( [CONTACT US](mailto:news@thehustle.co) [Facebook]( [Youtube]( [Instagram]( [Trends]( 25 FIRST ST. 2ND FLOOR, CAMBRIDGE, MA 02141, UNITED STATES  +1 888 482 7768 Never want to hear from us again? Break our hearts and [unsubscribe](list=thehustle). [The Hustle](