A24 is partnering with Alamo Drafthouse to create an immersive moviegoing experience for advancing screenings of Heretic.
Heretic releases in United States theaters in November 2024. Directed by Scott Beck and Bryan Woods, the horror film stars Hugh Grant, Sophie Thatcher, and Chloe East.
Per Variety, A24 has partnered with Joya Studio to create multi-sensory advanced screenings that will be held at Alamo Drafthouse theaters nationwide on October 30, 2024. The screenings will make the theater smell like blueberry pie in one of the movie’s pivotal scenes.
Tickets for the multi-sensory screenings are available to purchase by clicking here. Other advanced screenings will come with scratch-and-sniff cards, along with other exclusive treats.
“The blueberry pie in Heretic is activated by Hugh Grant’s Mr. Reed as a metaphor for blind faith and a disturbing reminder to question everything,” Beck and Woods said in a statement. “When we first heard A24’s bold idea to resurrect the multi-sensory experience to underline this crucial sequence it made us howl with laughter. We’re so excited that audiences have this unique opportunity to be immersed in the world of the film.”
Joya Studio Frederick Bouchardy added that “humor” has been “missing from the fragrance world by and large.” She continued, “That a scented candle is a main character in this film changes the stakes. Instead of irreverent creative expression, we are implicated in the experience — and love it!”
What is A24’s Heretic about?
“Two young missionaries are forced to prove their faith when they knock on the wrong door and are greeted by a diabolical Mr. Reed (Hugh Grant), becoming ensnared in his deadly game of cat-and-mouse,” the synopsis for the movie reads.
Heretic its world premiere at the Toronto International Film Festival this past September, where it received positive reviews from critics. It will be in United States theaters on November 8, 2024.