Movies and pizza make a great match. Domino’s Pizza has built its latest promotional activation in Brazil on this undisputable film-watching truth, transforming some DVDs at select rental venues into… steaming pizzas.

As part of the campaign, developed by Artplan Sao Paolo, the pizza chain partnered with 10 video rental stores in Sao Paulo and Rio de Janeiro to re-imagine the design of about 10 discs of 10 different new films including Argo, Skyfall, and Dark Knight. Using thermal ink, the brand painted the image of a freshly-baked pizza on the disks—the print revealed itself only when the DVD got heated within the player, and was not visible when the disc was at room temperature.

When the people ejected the DVD disc, they saw that it looked like a mini pizza pie. The print also featured the text that read “Did you enjoy the movie? The next one will be even better with a hot and delicious Domino’s Pizza.” For a more realistic effect, the discs also smelt like pizza.

“In Brazil streaming services like Netflix and iTunes are relatively new, and for people with good social conditions,” commented ArtPlan art director Diogo Barbosa. “Also our broadband connection isn’t as fast as that used in the U.S., and because of that we still have video rental stores in your neighborhoods.”

Recently, Domino’s Pizza has also launched a live-streaming service, enabling consumers to see how the pizza is cooked. Currently, the brand allows to monitor the cooking process at a real store in Salt Lake City, Utah, between 11 am and 11 pm MT every day. There are 5 cameras installed around the kitchen, enabling the audience to watch chiefs making dough, putting toppings and baking the pizza.