Business rejects ties to real-life Conjuring museum after backlash to Warrens and Matt Rife

A gothic lifestyle brand and horror attraction in Salem has publicly rejected any affiliation with the real-life museum that inspired The Conjuring, following backlash surrounding Ed and Lorraine Warren and its association with comedian Matt Rife.

Let us explain: Blackcraft Salem is the Massachusetts flagship of alternative lifestyle brand Blackcraft Cult, operating a gothic retail store, café and haunted attraction from its Essex Street location.

Since August, the Haunted Warren Museum has been held at Blackcraft’s space on 259 Essex Street, where it is displaying more than 1,000 paranormal artifacts, including the real Annabelle doll. 

But the news hasn’t gone down well with locals, part of the reason being the Warren company’s association with Matt Rife. Last year, the controversial comedian announced he and content creator Elton Castee had purchased the former home of Ed and Lorraine, becoming the legal guardians of their famous occult museum collection for five years. 

There’s also the controversy surrounding the Warrens, the late paranormal investigators whose case files inspired The Conjuring horror franchise. 

The allegations against Ed and Lorraine Warren

In 2014, a woman named Judith Penney – then in her ‘70s – claimed she was in a sexual relationship with Ed for 40 years, starting when he was in his 30s and she was just 15 years old. 

According to documents obtained by The Hollywood Reporter, including a sworn declaration from Penney, she moved into the Warrens’ home in 1963, and their relationship continued with Lorraine’s knowledge. 

She claimed the Warrens would tell others she was their niece or a girl they had helped get off the streets so as not to raise suspicion. Penney also alleged that Ed convinced her to get an abortion when she fell pregnant as he was worried the scandal could ruin their business. 

Though claiming to be Catholic, Lorraine allegedly told Penney her “real god is money”. Penney also accused Ed – who died in 2006 – of being physically abusive towards his wife. 

The allegations were disputed by the Warren family, with Lorraine’s attorney telling THR that the couple’s daughter and son-in-law, Judy and Tony Spera, had never witnessed the alleged behaviour.

But the report states that Lorraine’s agreement with New Line over The Conjuring contained specific restrictions around how the couple could be portrayed on screen. 

The films were barred from depicting the Warrens having extramarital sexual relationships, while they also couldn’t portray the couple committing certain crimes, including sexual assault or sex with minors.

The pair never faced criminal charges over these allegations, and Lorraine died in 2019. But these past allegations combined with Matt Rife’s controversies – including jokes trivialising domestic violence and ableist responses to critics – are why there is backlash to the Warren museum. 

More specifically, locals aren’t happy that Blackcraft Salem would associate itself with the brand. Before the Warren event had arrived in Salem, a petition was launched to stop it, with more than 1,600 locals signing it – but it went ahead anyway. 

Salem locals urge people not to visit the Haunted Warren Museum

Salem-based drag queen Geya Jenda is among those who have publicly criticised the attraction, sharing a three-part TikTok series titled “Why you shouldn’t visit the Warren Occult Museum.”

@geya_jenda

Don’t visit the Warren Occult Museum and here’s why (part 1) TW‼️: CSA, abortion This will be a multi-part series because I can think of tons of reasons why not and frankly none of why you should #dyp#salem #paranormal #thewarrens #mattrife

♬ original sound – Geya Jenda

As well as highlighting the allegations made by Penney, Geya questioned the authenticity of the paranormal stories that made the Warrens famous in the first place. In particular, she pointed to the case that inspired The Haunting in Connecticut, which was adapted into a 2009 horror movie starring Virginia Madsen.

The story centres on the Snedeker family, who moved into a former funeral home in Connecticut in the 1980s and claimed they subsequently experienced disturbing supernatural activity. 

The Warrens investigated the alleged haunting, which was later documented in the book In a Dark Place. But Ray Garton, the author hired to write the book, later publicly disputed the reliability of the story. 

@geya_jenda

Why You Shouldn’t Visit the Warren Occult Museum (Part 2) TW‼️: DV, SA Let’s dive into a history of abuse, exploitation, and whether the town of Salem will ever get an apology from @BlackcraftSalem #salem #paranormal #mattrife #thewarrens #drag

♬ original sound – Geya Jenda

He claimed members of the family gave him conflicting accounts and alleged that, when he raised this with Ed, he was effectively encouraged to use what worked and invent material necessary to make the story coherent.

Referencing the controversy, Geya accused the Warrens of having “a long, storied history of fabricating” paranormal stories, arguing that visitors drawn to the museum because of the movies should consider the truth behind the exhibits.

“If you were thinking of going to the Warren Occult Museum because you saw The Haunting in Connecticut movie and were one of the few people that actually enjoyed it, maybe think twice about what that story actually represents and who benefited from it,” she said. 

@geya_jenda

Part 3 of why you should visit the Warren Occult Museum TW‼️: CSA, murder, suicide A win for the Salem community and why we shouldn’t let a history of profitting off victims repeat itself #salem #mattrife #thewarrens #drag #exorcism

♬ original sound – Geya Jenda

Geya also criticised Rife’s involvement and questioned why Blackcraft had agreed to lease its former haunted attraction space to the museum in the first place.

Collectively, Geya’s videos have racked up tens of thousands of views, with dozens of comments from supporters sharing their agreement about the situation. 

Blackcraft Salem responds

And that brings us to the present day. It appears Blackcraft Salem has caught wind of the backlash, as the store has now released an official statement from its social media accounts. 

 

View this post on Instagram

 

A post shared by Blackcraftcult Salem Store (@blackcraftsalem) 

The company explained that it decided not to operate its own seasonal haunted attraction in 2026, leaving the space at 259 Essex Street temporarily available. It subsequently entered into a one-year sublease with the Haunted Warren Museum.

But the company was emphatic about where that relationship ends, writing, “Blackcraft Salem and Blackcraft Cult are not affiliated with, partners of, owners of, or involved in the operation of The Haunted Warren Museum.”

“Our relationship is limited to that of landlord/subtenant for the 259 Essex Street space,” it added.

Blackcraft then reiterated its own values, saying the brand has “always been built on the belief that everyone is welcome, regardless of race, ethnicity, religion, gender, gender identity, or sexual orientation.”

“We believe everyone deserves to feel welcome, respected, safe, and accepted in our spaces,” the statement continued. “Those values have been part of Blackcraft from the beginning and remain at the heart of who we are today.”

While Blackcraft didn’t directly reference Rife or the allegations surrounding the Warrens, the statement was issued “in light of recent events” and specifically sought to provide “clarity” over the museum’s use of its space.

Importantly, though, the company hasn’t announced that it’s ending the arrangement – the Haunted Warren Museum remains its subtenant under the one-year agreement.

This has led to a fresh wave of criticism, with one Redditor accusing their response of being “tone deaf.” 

“Overall, the Salem Community already doesn’t love Blackcraft taking over a giant commercial space, altering a historic building, and now catering to grifters and pieces of sh*t like Matt Rife,” they said. 

Blackcraft Salem – Tone Deaf Response
byu/GeneralInspector8962 inSalemMA

“This was their response. No apology, no actual mention of the Salem Community, and was just some empty mission statement fluff piece.”

Film Shrine has contacted Blackcraft Salem for further comment. 

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Featured image credit: Netflix/Warner Bros.