A24's 'Heretic' will host advance screenings at Alamo Drafthouse in which the movie theater will smell like blueberry pie during one pivotal scene.

A24 is partnering with Alamo Drafthouse to create an immersive moviegoing experience for advancing screenings of Heretic. Heretic releases in United States theaters in November 2024. Directed by Scott Beck and Bryan Woods,

Variety reports that A24 has teamed with Joya Studio to make the Heretic multi-sensory screenings possible. They will be bringing them exclusively to Alamo Drafthouse theaters nationwide. The screenings will take place on October 30, 2024, before the movie's official release date of November 8.

The studio just announced that they would be screening upcoming Hugh Grant thriller Heretic with the technology. As you can see in the film’s trailer, the scent of blueberry pie is a major hinge point for the plot;