A24’s ‘Heretic’ Will Make These Movie Theaters Smell Like Blueberry Pie During One Pivotal Scene (EXCLUSIVE)
by Ethan Shanfeld · VarietyA24 will make certain movie theaters smell like blueberry during a pivotal scene of the upcoming Hugh Grant horror film “Heretic.”
The movie company partnered with Joya Studio to bring multi-sensory screenings exclusively to Alamo Drafthouse theaters nationwide. The immersive moviegoing experience will take place at advance screenings on Oct. 30, ahead of the film’s Nov. 8 release date in the U.S.
“Heretic” follows two young missionaries (Sophie Thatcher and Chloe East) who knock on the wrong door and meet the diabolical Mr. Reed (Grant). As shown in the trailer, they tell Mr. Reed they aren’t allowed to enter his house without another woman present, and Mr. Reed assures them that his wife is baking a blueberry pie in the kitchen. As the missionaries discuss the importance of religion with Mr. Reed, he goes into the kitchen to check on the pie. Once he’s in the other room, the young women spot a blueberry pie-scented candle on the table — leading them to the horrifying realization that there is no pie, and there is no wife. Their faith is soon tested as they fight to escape his death trap.
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Tickets to the multi-sensory screenings at Alamo Drafthouse are available for purchase here. All other advanced screenings will have exclusive treats and scratch-and-sniff cards that will immerse viewers in the film.
The aroma will be activated at Alamo theaters via Joya Studio’s atomization technology, which employs cold-air diffusion to disperse scented molecules as fine, dry air without the use of heat, water or alcohol. Joya previously teamed with A24 to create candles based on the butt plug trophy in “Everything Everywhere All at Once.”
“Heretic” directors Scott Beck and Bryan Woods said in a statement, “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. 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.”
Frederick Bouchardy, founder of Joya Studio, added that “humor” is “really missing from the fragrance world by and large.”
“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!” Bouchardy said in a statement.