A24 and Joya Studio Team Up To Make Scents Out of HERETIC 10/30

Courtesy A24 and Joya Studio

A24, in partnership with Joya Studio, announced multi-sensory experience screenings of HERETIC, exclusively at Alamo Drafthouse theaters nationwide for one-night-only on October 30.

This unique experience will fully immerse audiences in the cinematic journey by activating their sense of smell. A highlight of the film features the delightful aroma of blueberry pie, inviting viewers to savor the scent wafting through the theater during this moment in the film.

Fans can also look out for exclusive treats and scratch-and-sniff cards at all other advanced screenings nationwide on Oct 30, allowing them to actively participate in the experience and enjoy the aroma during this pivotal scene.

Joya Studio is known for its innovative candles and fragrances, and have been long-time collaborators with A24. Joya Studio produced the line of genre-themed candles to the Auditor Trophy candle inspired by the award-winning film Everything Everywhere All At Once.

Joya Studio's atomization technology is a refined scent experience that suits any space or mood, by employing cold-air diffusion to disperse scented molecules as fine, dry air—without the use of heat, water, alcohol or petrochemical-based solvents—creating a safe, eco-friendly and consistent experience. This is the purest possible expression, preserving not only the scent's aesthetic integrity but also its therapeutic properties.

HERETIC follows two young missionaries (Sophie Thatcher and Chloe East) who are forced to prove their faith when they knock on the wrong door and are greeted by a diabolical Mr. Reed (Hugh Grant), becoming ensnared in his deadly game of cat-and-mouse. Directed by Scott Beck and Bryan Woods and produced by Stacey Sher, Scott Beck, Bryan Woods, Julia Glausi and Jeanette Volturno.

HERETIC had its world premiere at TIFF 2024. A24 will release HERETIC in theaters nationwide November 8.