Top horror studio Blumhouse is celebrating its 15th anniversary in a unique way by bringing back the 2022 hit film M3GAN to theaters. This move is timed perfectly ahead of the sequel's release and includes some innovative, yet controversial, features that encourage smartphone use during screenings.
As part of their Halfway to Halloween initiative, Shudder is set to screen M3GAN, along with Ma and Annabelle, for one-night-only events. These screenings will incorporate Meta's "Movie Mate" technology, allowing audience members to interact with M3GAN through a chatbot and access exclusive content on their second screens in real-time.
"Movie Mate is only available to moviegoers who are in a theater, and works by DM'ing the Instagram account @M3GAN to start the experience," Blumhouse explained, as reported by Variety. This technology aims to enhance the 'second screen' viewing experience, generating excitement before the release of M3GAN 2.0 on June 27.
Fans can also look forward to sneak peeks, exclusive messages from directors and talent, and surprise appearances in select markets. While this approach is designed to engage audiences, it raises concerns about further weakening the traditional theatrical experience. Only time will tell how fans will react to this novel approach, but it's hoped that such features won't become standard in regular screenings.
The M3GAN screening is scheduled for April 30 in various theaters nationwide, with Annabelle following on May 7, and Ma on May 14. M3GAN 2.0 will hit U.S. theaters on June 27.
