Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary with a bang, re-releasing the 2022 hit film M3GAN in theaters just before the sequel's debut. This limited theatrical engagement, however, 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 hosting one-night-only screenings of M3GAN, alongside Ma and Annabelle, featuring Meta's innovative "Movie Mate" technology. This tech lets audience members interact directly with M3GAN through a chatbot and enjoy exclusive content in real-time on their second screens.
"Movie Mate is exclusively available to moviegoers in theaters and can be activated by sending a direct message to the Instagram account @M3GAN," Blumhouse clarified in a statement to Variety. "This experience is designed to enhance the 'second screen' viewing experience, amplifying the excitement leading up to M3GAN 2.0's release on June 27."
The studio also promised fans a range of exclusive treats, including sneak peeks, recorded messages from the films' directors and talent, and surprise special appearances in select markets. While this approach aims to generate buzz, it poses a potential threat to the traditional cinematic experience, which many hold dear. The impact on fans will only become clear once they engage with this novel setup. Personally, I hope this trend doesn't extend to regular screenings anytime soon.
The special M3GAN screening will 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 is set to hit U.S. theaters on June 27.
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