A24’s ‘Heretic’ Will Make These Movie Theaters Smell Like Blueberry Pie During One Pivotal Scene (EXCLUSIVE)
variety.com
A24's 'Heretic' will host advance screenings at Alamo Drafthouse in which the movie theater will smell like blueberry pie during one pivotal scene.

The movie company partnered with Joya Studio to bring multi-sensory screenings exclusively to Alamo Drafthouse theaters nationwide. The immersive moviegoing experience will take place at advance screenings on Oct. 30, ahead of the film’s Nov. 8 release date in the U.S.

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The aroma will be activated at Alamo theaters via Joya Studio’s atomization technology, which employs cold-air diffusion to disperse scented molecules as fine, dry air without the use of heat, water or alcohol.