Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary in style, and what better way to do so than by bringing the 2022 hit M3GAN back to theaters? In anticipation of the sequel's release, this limited theatrical engagement promises something new and quite controversial: the encouragement of smartphone use in theaters.
As part of its Halfway to Halloween initiative, Shudder will host one-night-only screenings of M3GAN, along with Ma and Annabelle, featuring the innovative use of Meta's "Movie Mate" technology. This feature allows audience members to interact directly with M3GAN via a chatbot and access exclusive content through second screen capabilities in real-time.
"Movie Mate is exclusively available to moviegoers within the theater, and the experience begins by DM'ing the Instagram account @M3GAN," Blumhouse explained in a report by Variety. "This initiative is designed to harness Meta's technology to enhance and elevate the 'second screen' viewing experience, building excitement for the upcoming release of M3GAN 2.0 on June 27."
The studio also promises fans "sneak peeks, exclusive recorded messages from the directors and talent behind the films, and surprise special appearances in select markets." While this approach aims to revitalize the theatrical experience, it raises concerns about further weakening the traditional cinema experience. Only time will reveal how fans will respond to this novel approach, but one hopes it won't become a staple in regular screenings anytime soon.
The M3GAN screenings are scheduled for April 30 across various theaters nationwide, followed by Annabelle on May 7 and Ma on May 14. M3GAN 2.0 is set to hit U.S. theaters on June 27.
