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Global Marketing Strategies

Heretic | Movie review

The marketing campaign for Heretic started ominous, with producer and distributor A24 teasing an upcoming sale of a blueberry pie-scented candle, and missing person ads going up at Salt Lake City airport (Mormon capital of the world), asking “What happened to Paxton and Barnes?”

Now the film has premiered at TIFF and Zurich, before coming to UK cinemas on All Saints’ Day, but are audiences any closer to knowing what to expect from this sectarian thriller?

Above mentioned sisters Paxton (portrayed by The Fabelmans’ Chloe East) and Barnes (Sophie Thatcher) are missionaries of the Church of Jesus Christ of Latter-day Saints, canvassing from door to door trying to recruit new members to their denomination. Their itinerary lands them at a hospitable oddball’s (Hugh Grant) house, who is far too delighted to debate religion with the young women.

It’s somewhat surprising it has taken this long for filmmakers …

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