Alamo Drafthouse’s screenings of “Heretic” will use one special effect to enhance the horror

Alamo Drafthouse's screenings of "Heretic" will use one special effect to enhance the horror

As a cinephile who has traversed the cinematic landscape for decades, I must say that the upcoming film “Heretic” by A24 is generating quite the buzz. With its chilling religious horror and high praise from esteemed critics, it’s safe to say this movie is destined to be a conversation-starter.

A24’s Heretic has been featured in film festivals and called “brilliant, nerve-jangling horror” by Indiewire. ScreenRant says that it is “Sure to have everybody talking.” The official trailers have certainly piqued interest in the film’s religious horror. Alamo Drafthouse is now slated to take audiences even further into the madness depicted in the movie. Read on for the details.

The Pie

As reported exclusively by Variety’s website, the movie theater experience for the upcoming Hugh Grant horror film will be enhanced by A24, who plan to make select cinemas fill with a blueberry aroma during a crucial scene. To add to this immersive experience, Alamo theaters will provide treats and scratch-and-sniff cards to customers. Moreover, Joya Studio’s atomization technology will be used in these theaters, releasing scented particles into the air using cold-air diffusion without resorting to heat, water, or alcohol.

In this movie, naive individuals unfamiliar with its plot encounter a delightful couple, Mr. and Mrs. Reed, who are preparing a blueberry pie. The missionaries from the Church of Jesus Christ of Latter-Day Saints feel comfortable in their company and develop a bond while appreciating the tantalizing scent of the pie coming from another room. However, it’s not until they’re alone that Sister Barnes catches sight of the label on a scented candle and realizes the blueberry pie is just an illusion – a trick to create the aroma.

As per the comments by filmmakers Scott Beck and Bryan Woods, the blueberry pie in the movie ‘Heretic’ serves symbolically as a representation of blind faith, acting as a disquieting prompt for viewers to scrutinize everything. The directors found this concept so amusing that it made them laugh heartily. This amusing idea resonated with Frederick Bouchardy, founder of Joya Studio, who is aiming to bring humor into the often serious world of fragrances through this diffusion. He believes that humor is something that’s notably absent in the fragrance industry and wants to use it to convey their unique message.

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!
Frederick Bouchardy

On November 8, the film labeled as a “Heterodox” will grace the big screens, and we eagerly anticipate witnessing its symbolic narrative unfold fully.

2024-10-25 14:32