An interesting article. But sort of ignores the point that this sort of ‘translation’ of sight into taste is a dangerous one where the person tasting this ice-cream will associate the horrific sights (if any) to a rather pleasant taste. Say, a violent film might have a raspberry flavour forcing the taster to associate the sight of blood with a tangy berry flavour. While there could be ‘unpleasant’ images in a film, there can’t be any unpleasant flavours in an ice-cream (!) making this whole business of cinema flavoured ice-cream very dangerous and desensitizing.