I Went to New Hampshire to See The Witch on a Billboard

Earlier this summer, A24 - the distributor that brought us such modern favorites as Hereditary, Midsommar, Green Room, Ex Machina, Under the Skin, and A Ghost Story - announced unique summer screenings dubbed Public Access. The series finds six A24 films being projected on billboards in or around each respective film’s setting or filmmaker’s hometown. It kicked off last month with Lady Bird in Sacramento, CA and The Bling Ring in Van Nuys, CA last month.

Last night, I made the nearly-three-hour pilgrimage to Ossipee, New Hampshire to see The Witch as part of Public Access. (Writer-director Robert Eggers was born in nearby Lee, NH.) While the previous screenings took place in populated areas easily accessed by public transportation, this was a rural area far removed from major cities. I was unsure what to expect in terms of the screening facilities or the attendance. Thankfully, both far exceeded my expectations.

The screening took place on a billboard in the parking lot of a quaint seafood joint called Jena’s Lobster Quest. Rabid cinephiles started lining up more than three hours before the advertised start time to ensure a seat. Upon entry, each person received a wristband that could be redeemed for a free meal - a lobster roll or a chicken salad roll with a small side, chips, and a drink - from the affable yet curious Lobster Quest waitstaff.

Mark Korven’s score for the film - an unnerving array of dissonant instruments - greeted attendees over the sound system. Beyond the restaurant awaited bales of hay with an A24-branded blanket on top. While they looked charming, they are not particularly comfortable to sit on for long periods; by the time the movie started, most viewers opted to put the blanket on the ground and use the hay as a backrest.

Each hay bale sat two people, but they quickly filled up. Some practical folks utilized lawn chairs or blankets that they brought from home. In all, around 150 lucky viewers were able to attend, but once that capacity was met the cordial A24 staff members unfortunately had to start turning people away. Rather than head home, a few diehards opted to set up camp in the parking lot across the street.

As if the complimentary food wasn’t enough, there was a small merchandise stand in which patrons could pick up to three free issues of A24’s zine (which sell for $5 each online) and Midsommar-themed A24 logo stickers. Exclusive Public Access screening shirts featuring the screening dates and locations on the back were also available for $26.

At 8 o'clock on the dot, a timer on the screen began counting down from 30 minutes. By the time it reached zero, the sky was appropriately dark. The crowd applauded as the trailer for The Lighthouse - Eggers’ sophomore effort coming from A24 in October - rolled. The Witch then followed. As it has done since its debut in 2015, the film gripped the audience for every dread-inducing second of its 93-minute runtime. While most of the attendees were familiar with the film, the gasps of surprise during key moments indicated that some were witnessing it for the first time.

Far from a tawdry operation, the projector and sound system provided a high-quality experience akin to a drive-in theater. Of the six stark-white billboards chosen for Public Access screenings, Ossipee’s seems to offer the best view; it’s low to the ground with new buildings, trees, or other obstructions in front of it. To top it off, we were graced with good weather; clear skies, comfortable temperatures, and minimal bugs.

I already believed The Witch is one of the most effective contemporary horror films, and experiencing it in an outdoor setting with the ominous woods looming behind me only added to the tension. Although located right on Route 16, the remote highway is not highly trafficked at night, and the vehicles that passed by were barely noticeable. I do wonder what the drivers thought when they saw flashes of nightmarish imagery on the screen as they went by.

A24’s Public Access screenings continue later this month with Good Time in New York, The Spectacular Now in Georgia, and Moonlight in Florida. While it was fortuitous that The Witch was within driving distance for me, I would go back for any A24 release, so I’d highly recommend attending if it’s in your area. The screening series offers a unique way to engage audiences new and old while building the brand. I hope to see it become an annual summer event.