Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary with a bang, and what better way to do it than by bringing back the 2022 smash hit, M3GAN, to theaters? As the sequel, M3GAN 2.0, approaches its release date, this limited theatrical re-engagement comes with a twist that's stirring up quite the controversy: it encourages the use of smartphones in theaters.
As part of its Halfway to Halloween initiative, Shudder is set to screen M3GAN, along with Ma and Annabelle, in one-night-only events that feature a unique twist. These screenings will incorporate Meta's "Movie Mate" technology, allowing audience members to interact directly with M3GAN through a chatbot and access exclusive content in real-time via their second screens.
"Movie Mate is exclusively available to moviegoers who are in a theater, and it works by DM'ing the Instagram account @M3GAN to start the experience," Blumhouse explained in a report published by Variety.
The studio highlighted that the entire experience is designed to leverage Meta's capabilities to enhance and elevate the 'second screen' viewing experience, aiming to generate excitement ahead of the M3GAN 2.0 release on June 27.
Fans can look forward to sneak peeks, exclusive recorded messages from directors and talent involved in the films, and surprise special appearances in select markets. While this approach might be seen as a direct hit to the traditional theatrical experience, which is already facing challenges, only time will tell how fans react to this innovative yet controversial approach. Personally, I hope it remains limited to these special screenings and doesn't spread to regular showings any time soon.
The M3GAN screening is scheduled to take place in various theaters across the nation on April 30, with Annabelle screening on May 7 and Ma on May 14. M3GAN 2.0 will hit theaters in the United States on June 27.
