Immersive Moviegoing: A24's Olfactory Delight for "Heretic"

In a bold move to enhance the cinematic experience, A24 has partnered with Joya Studio to bring a multi-sensory screening of their upcoming horror film "Heretic" to Alamo Drafthouse theaters nationwide. The immersive experience will transport audiences into the heart of the film's narrative, blending sight, sound, and scent to create a truly unforgettable moviegoing adventure.

Elevating the Horror Experience with Scent

A24's innovative approach to the "Heretic" screenings promises to redefine the way audiences engage with horror films. By infusing the theater with the aroma of blueberry pie, the production company aims to heighten the senses and amplify the emotional impact of a pivotal scene in the film.

Blurring the Lines Between Reality and Fiction

The blueberry pie scent, which will be dispersed through Joya Studio's advanced atomization technology, serves as a crucial narrative device in "Heretic." As the film's protagonists, two young missionaries, encounter the diabolical Mr. Reed, played by Hugh Grant, the aroma of the pie becomes a central element in the unfolding horror. By physically immersing the audience in this sensory experience, A24 and Joya Studio hope to blur the lines between reality and the on-screen events, drawing viewers deeper into the film's unsettling world.

Questioning Faith and Perception

The blueberry pie, as described in the film's trailer, serves as a metaphor for the characters' faith and their ability to discern truth from deception. As the missionaries discuss the importance of religion with Mr. Reed, the discovery of the pie-scented candle instead of an actual pie leads them to a horrifying realization – that their faith has been tested and their perception of reality has been shattered. By engaging the audience's sense of smell, the filmmakers aim to heighten this unsettling revelation, challenging the viewers' own preconceptions and beliefs.

Reviving the Multi-Sensory Cinematic Experience

The partnership between A24 and Joya Studio represents a revival of the multi-sensory cinematic experience, a technique that was once popular in the early days of filmmaking. By incorporating scent into the viewing experience, the production team hopes to transport audiences back to a time when the senses were more actively engaged in the storytelling process. This innovative approach not only enhances the immersive quality of the film but also serves as a testament to the power of engaging multiple senses to create a truly captivating and unforgettable cinematic experience.

Expanding the Boundaries of Horror

The decision to incorporate scent into the "Heretic" screenings is a bold and innovative move that pushes the boundaries of the horror genre. By leveraging the power of smell to heighten the emotional and psychological impact of the film, A24 and Joya Studio are challenging the traditional conventions of horror filmmaking. This multi-sensory approach has the potential to redefine the way audiences engage with and experience horror, paving the way for a new era of immersive and visceral storytelling.

Fostering a Unique Cinematic Encounter

The exclusive "Heretic" screenings at Alamo Drafthouse theaters promise to be a one-of-a-kind cinematic encounter. Beyond the blueberry pie scent, the production team has also prepared exclusive treats and scratch-and-sniff cards to further immerse viewers in the film's world. This level of attention to detail and commitment to creating a truly immersive experience underscores A24's dedication to pushing the boundaries of traditional moviegoing and delivering a truly unforgettable experience for audiences.