A24 x JOYA 

Aromatically speaking, the movies have historically been limited to wafts of hot butter, worn velour, and failed experiments with Smell-O-Vision.

Hoping to change that, A24 collaborated with Brooklyn-based fragrance studio Joya on a line of six scented candles inspired by classic film genres: Horror, Western, Thriller, Noir, Adventure, and Musical.

Serious Business managed the media outreach around this collaboration, securing placements in publications including Vanity Fair, High Snobiety, The New York Observer and more.

Image: courtesy of A24