Heretic Actually Made Smell-O-Vision Work

As a seasoned cinephile who has witnessed the evolution of cinema from its humble beginnings to its current state-of-the-art spectacles, I must say that the innovative approach taken by ‘Heretic’ is nothing short of intriguing. The strategic use of scents to enhance the viewing experience is a bold move that, when executed correctly, can indeed immerse audiences deeper into the narrative.

In the film ‘Heretic’, the unique scent was provided by Joya, a company known for its partnership with A24 in branded candles. Anyone who’s ever had a headache from sniffing overly specific scented candles in stores knows that these manufactured scents often lack authenticity. For instance, Yankee Candle can make a scent resemble freshly baked pumpkin-banana scones, but it won’t trick you into believing there are real goods baking in the oven. Similarly, scents in a movie theater encounter this issue as well. Instead of enhancing immersion, an enigmatic fragrance that lingers even after its associated onscreen moment has ended risks pulling viewers out of the experience.

The heretic’s “multisensory experience” was effective due to its clever manipulation of untruthfulness, seamlessly integrating it with a surprising plot development. When Mormon missionaries Sister Barnes and Sister Paxton (portrayed by Sophie Thatcher and Chloe East) initially enter the home of their potential convert, Mr. Reed (playing the role of Hugh Grant), they do so under the pretense that his wife is in the kitchen baking a fresh blueberry pie. This was necessary as per their missionary regulations to avoid entering a man’s house without another woman present. However, upon returning from the kitchen, Mr. Reed claims his wife is being shy, but he’s actually provided soda and candles for Sister Barnes and Paxton in his living room, where they discuss the Church of Jesus Christ of Latter-day Saints.

As the blueberry pie baked mysteriously elsewhere, its sweet aroma permeated the Alamo Drafthouse Cinema during the screening of “Heretic.” Given the theater’s usual scent from all the food, it was clear that the blueberry scent was coming from somewhere potent. Meanwhile, Barnes and Paxton were becoming increasingly uneasy as Mr. Reed continued to probe and his wife remained unseen, displaying shyness. Their suspicions intensified until Mr. Reed exited the room, at which point Barnes discovered that the candle on their table was scented with blueberry pie. There was no one baking in another room, Mr. Reed’s wife was a figment of imagination, and Barnes and Paxton were about to find themselves in deepening trouble.

Upon that disclosure, the artificiality of the blueberries’ scent in the theater became apparent. It was a fake aroma even in the film itself. (However, Alamo slightly diminished this moment when they served everyone an authentic slice of blueberry pie later on, but it’s tough to stay upset about a complimentary dessert.)

The “Heretic” directors, Scott Beck and Bryan Woods, mentioned via email that the scented screening was A24’s suggestion, not their own, but they agreed to it as the concept of Smell-O-Vision seemed humorously fitting with their movie’s tone.

Throughout cinematic history, starting from the silent era, films have ventured into the realm of olfactory experiences, with theaters exploring the use of scented oils and fragrances. Interestingly, a theater in New York was constructed to release scents as early as 1916, though it was only utilized once for a film titled “The Story of the Flowers.” This brief interlude seems to be a recurring pattern in the chronicles of movie smells. However, the most memorable (or notorious) attempt at incorporating a third sense into movies was Smell-O-Vision. Originally developed from technology that failed to make an impression during its premiere at the 1939 New York World’s Fair, Smell-O-Vision made its grand entrance with the 1960 film “The Scent of Mystery,” a production specifically designed to unleash over a dozen scent cues. In response to this innovation, a rival technology, AromaRama, swiftly emerged and debuted in 1959 with a movie called “Behind the Great Wall.

Both tricks were heavily criticized. The scents either appeared at inconvenient moments or not at all, and various sections of theaters were affected by unpleasant smells at different times. Smell-O-Vision eventually failed, and from then on, scented movies were seen as a silly idea. John Waters, known for his love of kitsch and trash, brought it back by providing scratch-and-sniff cards to audiences of his 1981 film, Polyester. The fourth Spy Kids movie also did this, and a Vulture report at the time suggested it was underwhelming.

This one-time olfactory movie event for heretics is more about marketing than a traditional film release or revolutionary cinema concept. However, it’s logical that films are returning to immersive theater experiences as a way to stand out against streaming platforms. As cinemas face competition from home viewing, they aim to provide unique experiences you can’t have on your couch watching Netflix. Regal’s 4DX, which contributed to the box-office success of Twisters, does incorporate scents, but these are secondary to the thrilling ride elements of that experience.

The fact that a multisensory experience enhances the movie Heretic implies that there are specific situations where smell plays a crucial role in cinema, though the blueberry-pie scent may not always meet our expectations when it comes to authenticity. However, even Beck and Woods acknowledge that this sensory aspect is not entirely necessary.

In their words, “Do these strategies apply universally to all movies? Perhaps not.” However, they suggest that when combined with occasional novelty elements, such tactics could make a movie truly distinctive and appealing, enticing viewers to share the captivating communal experience of watching a film in a cinema.

2024-11-01 22:54

Heretic Actually Made Smell-O-Vision Work

Read More

Minority Mindset