Top horror studio Blumhouse is celebrating its 15th anniversary by bringing back the 2022 hit film M3GAN to theaters ahead of the sequel's release. This limited theatrical engagement introduces some new, yet controversial, features that encourage smartphone use during the movie.
As part of its Halfway to Halloween initiative, Shudder will host one-night-only screenings of M3GAN, along with Ma and Annabelle, utilizing Meta's "Movie Mate" technology. This innovative feature allows audience members to interact directly with M3GAN through a chatbot and access exclusive content in real-time via a second screen.
"Movie Mate is exclusively available to moviegoers in theaters and can be activated by sending a direct message to the Instagram account @M3GAN," Blumhouse explained in a report by Variety."The entire experience is designed to enhance the 'second screen' viewing experience, leveraging Meta's capabilities to build excitement before the release of M3GAN 2.0 on June 27."
Fans attending these screenings can look forward to sneak peeks, exclusive recorded messages from directors and cast members, and surprise special appearances in select markets. While this approach aims to revitalize the theatrical experience, it raises concerns about further diluting the traditional cinema experience. Only time will tell how audiences respond to this interactive element once they've experienced it firsthand. Hopefully, this trend won't extend to regular screenings anytime soon.
The M3GAN screenings are scheduled for April 30 in various theaters nationwide, with Annabelle following on May 7 and Ma on May 14. M3GAN 2.0 will premiere in the United States on June 27.
