Ever sat in a theater and thought, “This horror movie could really use a nice whiff of blueberry pie”? Well, A24 and Alamo Drafthouse have got your back. They’re teaming up to deliver an immersive screening of the horror flick “Heretic” on October 30, 2024, a full sensory experience that somehow involves the smell of baked goods. Because if there’s anything that’ll make you feel better about a psychological thriller involving Hugh Grant as a creepy villain, it’s inhaling pie fumes. Forget the popcorn, folks—we’re talking pastries now.
This limited screening is happening right before the official release in November, and for some reason, they decided we need to experience it with every sense we’ve got. Directed by Scott Beck and Bryan Woods, the guys famous for making people too terrified to leave the lights off, the movie stars Hugh Grant, Sophie Thatcher, and Chloe East. But let’s be honest—the real star here is going to be the scent of a pie in your face.
An Innovation Nobody Asked For
In case regular movies weren’t good enough for you, A24’s latest experiment is here to engage more than just your eyes and ears. They’ve brought in Joya Studio to create a scent immersion—specifically designed for a blueberry pie scene that’s apparently so profound it has to involve your nose. According to A24, the pie isn’t just a pie. It’s a metaphor for “blind faith,” which is what they’re counting on when they expect people to buy tickets to sniff along with Hugh Grant’s Mr. Reed having an existential moment over dessert. You can grab tickets for this experience right now—if you’re ready to sign up for a new era of cinema: “Smell-O-Vision, but Make It Art House.”
Oh, and imagine if this were “American Pie.” I mean, do we really need an immersive version of that infamous apple pie scene? Hard pass. But with A24 at the helm, everything’s gotta be classy, including inhaling fruit pie while pondering life’s meaning.
Plot and Pies
“Heretic” follows two innocent missionaries on their mission-turned-nightmare as they face off against Hugh Grant’s malevolent Mr. Reed—because nothing says existential terror like a British guy with an eerie smile. These young missionaries were just trying to do some good, and now they’re in a battle of wits with a pie-loving madman. It’s supposed to keep you on the edge of your seat, which I suppose is where you’ll stay since you’ll be too busy wondering where that berry scent is coming from.
The Filmmakers Weigh In
Scott Beck and Bryan Woods, the maestros of this entire spectacle, seem genuinely excited about the sensory twist. In interviews, they’ve highlighted how this “multi-sensory element” adds value to the film’s exploration of blind faith and terror—sure, if by “value” you mean confusion about why I suddenly want pie mid-horror sequence. Even Frederick Bouchardy from Joya Studio chimed in, calling the collaboration “meaningful.” Of course, nothing’s more meaningful than terror plus dessert.
Critics Are Intrigued—Or at Least Polite
“Heretic” already scared a few people at the Toronto International Film Festival, where it premiered to fairly positive reviews. Critics praised the film for mixing suspense with deeper questions, but let’s be real—they hadn’t yet sniffed their way through the blueberry pie scene, so we’ll see if it holds up once the aroma is in the air.
And Scene…
So, if you’ve ever wanted to feel terror while being gently enveloped by the smell of baked blueberries, A24 has your back. The official release of “Heretic” will hit theaters on November 8, 2024, but you can catch it early with the immersive pie experience. Grab your tickets now and get ready for a film that’s not just seen, but smelled. And if this ends up being a hit, who knows? Maybe next year’s horror flick will come with a waft of terror and a side of artisanal cheese.
At least they haven’t yet gone full “American Pie.” Let’s all be grateful for small mercies.
