A24 and Joya Studio will use the scent of blueberry pie during Oct. 30 screenings through "Smell-O-Vision" technology.

Advance screenings of Heretic at Alamo Drafthouse theatres will be a multi-sensory experience, filling the room with the smell of blueberry

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,

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 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;