Forbidden Fruits brings a bounty of witchcraft, blood and laughs (SXSW Review)

During my South by Southwest coverage, I was able to attend the world premiere of Forbidden Fruits, a film from MXN Entertainment, Madhouse Films and distributed by Shudder and IFC. Does this one deliver something magical or is the fruit rotten to the core? Read on to find out.

Forbidden Fruits is directed by Meredith Alloway and based on a stage play written by Lily Houghton. The film follows a trio of women running a secret witch coven out of the boutique fashion store they all work at, when a new mall employee becomes interested in joining the group. The film stars Lili Reinhart (Hustlers, Charlie's Angels), Lola Tung (The Summer I Turned Pretty), Victoria Pedretti (The Haunting of Hill House, You), Alexandra Shipp (Barbie, Deadpool 2) and Emma Chamberlain (Ruby Gillman Teenage Kraken).

The film's strongest element is its script. As the plot unravels, it's clear each member of the coven has a secret worthy of having them cast out and cursed should they each be exposed, and Reinhart's performance as Apple certainly drives that point home with her manipulative tactics and vicious side eyes. I also loved the film's commentary on the biblical ideas of temptation and taking the "forbidden fruit" as well as the devastating consequences it leads to. Each character has a vice they would prefer the others not know about, whether it be having relations with other mall employees the group looks down upon, or being in a full-on committed relationship. Each of the fruits have a secret.

The film's electric script is heightened by its bombastic cast. Lili Reinhart plays Apple, the leader of the coven, Alexandra Ship plays Fig, Victoria Pedretti plays Cherry, and Lola Tung plays Pumpkin, the newcomer unaware of how real this coven is when she is recruited. The film's cast all give admirable performances, the standout of which is Pedretti, who's every move as Cherry emits a desperate need for validation and in turn makes her character one that you can both feel for and still laugh at her perfectly delivered lines. Tung and Reinhart both play off each other marvelously, as Pumpkin begins learning how to tear the coven apart right under Apple's nose. The two engage in a mental game of cat and mouse.

Courtesy of Independent Film Company and Shudder

Throughout the Mean Girls-esque script, Pumpkin falls upon some backstory of a former member of the fruits (played by Chamberlin), which complicates the web of lies even further and begins brining everything to a head. The film's second act is lined with cunning deceit and peels back the layers of the coven's hierarchy. The film's unique location also makes for a riveting third act set piece, when a storm arrives and leaves them locked in the mall. I can also appreciate some particularly creative ways to spill some blood in the mall setting.

Don't be mistaken, though. Forbidden Fruits definitely leans closer into comedy than to horror. If the laughs I heard at my screening weren't evidence enough, the film's campy direction and R-rated quippy dialogue prove exactly why producer Diablo Cody is involved. It's a cult classic in the making, and I can't wait to see how the genre fans take to it, especially with what could possibly come next. Stay through the credits.

Overall, Forbidden Fruits is an eclectic cocktail of Mean Girls, Heathers, and The Love Witch. The fun script and perfect cast bring forth a rare moment in film where about every delivery hits the sweet spot. Its blend of sex, snark, and secrets make it The Craft for a Gen-Z audience.

https://www.youtube.com/watch?v=0nyUCq9k7_0

Forbidden Fruits releases in theaters March 27th 2026.

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