AceShowbiz - Forbidden Fruits marks the first feature film directed by Meredith Alloway, premiering recently at South by Southwest (SXSW). This debut is already generating significant buzz due to its unique blend of witchy themes and a mall-set thriller atmosphere.

The film features an ensemble of promising young actresses including Lili Reinhart, Lola Tung, Victoria Pedretti, and Alexandra Shipp. Produced by the acclaimed Diablo Cody, known for her Oscar-winning screenplay for Juno, the movie is set for release on March 27 through IFC and Shudder domestically, with Universal managing international distribution.

Alloway shared her excitement ahead of the premiere in Austin, Texas, describing how the film’s world-building has inspired a dedicated fanbase. She recounted discovering a fan who had replicated one of the trailer’s looks exactly, down to the shirt, pants, and hat. “That’s what movies are all about,” she said, emphasizing the immersive experience she aimed to create. “Everyone’s part of the coven,” she added, reflecting the communal energy surrounding the film.

The origins of Forbidden Fruits trace back to an Off Broadway play titled Of the Woman Came the Beginning of Sin, and Through Her We All Die, written by Lily Houghton. Alloway was introduced to the script through a shared manager, and she immediately connected with the material.

“There’s a growing trend in genre films focusing on female revenge stories,” Alloway explained. “When I read this script, it was about women and the complex dynamics between them, not just a female lead adjacent to male characters.” She emphasized her desire to inhabit and write stories centered on female relationships, a theme that resonated strongly with her own recent writing projects, which had explored similar territory including female serial killers.

Upon meeting Houghton, the collaborators bonded over their mutual interest in true crime podcasts and their shared ambition to heighten the stakes from the original play, which contained relatively mild dramatic incidents such as someone stealing a pink thong. The final screenplay evolved into what New York Magazine described as “if Mean Girls took place at a Free People in 2026,” blending dark humor with intense emotional drama.

Alloway highlighted the emotional intensity embedded in female friendships, noting that breakups between women can sometimes feel more devastating than romantic breakups. She saw the slasher genre as a way to amplify these feelings and make audiences empathize with these experiences, even if they haven’t personally lived them.

Financing the film proved to be a long and challenging process, one Alloway compared to the unpredictable cycle of a washing machine. Projects would gain and lose financing repeatedly, compounded by industry strikes and other obstacles, at times leaving her questioning her career choices.

Despite the difficulties, the project eventually attracted financing from producers who deeply understood the vision, notably including Mason Novick and Diablo Cody. Alloway described the moment Cody joined as an emotional milestone, sharing that she shed tears of joy while FaceTiming Houghton.

To protect the integrity of the project, Alloway and her team kept the production intimate and carefully nurtured the film like “a little plant,” which eventually blossomed into the completed movie. The cast was assembled, though the process was affected by industry strikes that led to some rescheduling and recasting. For example, Lola Tung became available just before filming began, and Alexandra Shipp took over a role initially cast with another actress, a decision Alloway now considers perfect.

Production took place primarily in a mall in Toronto, selected for its resemblance to the Dallas mall near Alloway’s childhood home, which she described as “the last cool, nice mall in America” and akin to an art museum. The team wanted to avoid “dead malls” or those evoking 1980s movie tropes, aiming instead for a location with a slightly magical, uncanny aura fitting the film’s tone.

The mall setting brought its own challenges, including restrictive shooting hours. Filming mostly occurred between 9 p.m. and 9 a.m. due to mall hours, leading to encounters with early morning mall walkers who often arrived before filming wrapped. Lili Reinhart reportedly hid from these early visitors to keep her red hair a secret.

The production also built out a fountain set piece for a climactic showdown, only to realize it was the same fountain featured in Mean Girls. The primary shooting location was an old Hollister store, which added to the atmospheric authenticity.

Alloway reflected on the mall’s constant illumination, describing it as “grotesque” and a symbol of relentless materialism and capitalism, with lights burning through the night while people slept. This created a strange, almost eerie atmosphere during filming that complemented the film’s themes.

One of the points Alloway expressed pride in was the high number of female department heads on the film’s crew. She stressed that hiring women wasn’t just about meeting quotas but about bringing diverse perspectives to the filmmaking process, especially for a story so deeply rooted in female experiences.

As the SXSW premiere approached, Alloway expressed deep gratitude for the cast’s enthusiastic support, noting how they had been present together for interviews and red carpet appearances. This collective presence reinforced the sense of a “coven” united around the film.

Looking ahead, Alloway remains cautiously optimistic about her next projects. She has several scripts in development, fueled by questions and inspirations that arose during the making of Forbidden Fruits. Although she refrains from sharing details to avoid tempting fate, she hinted at more stories focusing on women and complex emotional themes.

Forbidden Fruits is an ambitious debut that combines genre thrills with a deep exploration of female relationships and identity, set against the vivid and unusual backdrop of a nighttime mall. With a strong cast, a visionary director, and the support of an acclaimed producer like Diablo Cody, the film is poised to make a notable impact upon its release.