ECNETNews reports that a groundbreaking partnership has formed between A24 and Alamo Drafthouse to deliver an immersive moviegoing experience for advanced screenings of the highly anticipated horror film Heretic.
Slated for a U.S. theater release on November 8, 2024, Heretic is directed by Scott Beck and Bryan Woods and features a star-studded cast, including Hugh Grant, Sophie Thatcher, and Chloe East.
On October 30, 2024, select Alamo Drafthouse theaters nationwide will host multi-sensory advanced screenings, which will incorporate thematic scents, including the aroma of blueberry pie during a critical scene in the film, thanks to a collaboration with Joya Studio.
Tickets for these immersive screenings are now available. Attendees will also receive scratch-and-sniff cards and exclusive goodies during the event.
Directors Beck and Woods commented, “The blueberry pie in Heretic, presented by Hugh Grant’s character Mr. Reed, serves as a metaphor for blind faith, urging viewers to question everything. When we learned of A24’s innovative approach to reviving multi-sensory experiences, we were delighted. This unique opportunity allows audiences to fully engage with the film’s world.”
Joya Studio collaborator Frederick Bouchardy noted the importance of humor in the fragrance industry, stating, “Making a scented candle a central character elevates the experience, drawing us into the narrative in a way that’s genuinely engaging.”
What is A24’s Heretic About?
The film’s synopsis reveals, “Two young missionaries are thrust into a harrowing test of faith when they approach the wrong door, where they encounter the sinister Mr. Reed (Hugh Grant) and become trapped in a dangerous game of cat-and-mouse.”
Heretic made its world premiere at the Toronto International Film Festival this past September, earning favorable reviews from critics ahead of its theatrical release in the United States.
