A24 will make certain movie theaters smell like blueberry during a pivotal scene of the upcoming Hugh Grant horror film “Heretic.”
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.
No. God no. The LAST thing anybody needs is an assault on their sense of smell trying to watch a movie. Mark my words: if this is remotely successful, others will try to follow, and they will want to push the limits of what people will tolerate (e.g., dog shit anybody?).
Yeah not sure how I feel about that. Alamo is a theater that serves food and I usually have dinner with the movie. Not sure if I want extra smells going on.