Top horror studio Blumhouse is celebrating its 15th anniversary by bringing the 2022 hit film M3GAN back to theaters, just ahead of the sequel’s release. This limited theatrical engagement is stirring up some controversy as it introduces new features that encourage the use of smartphones in theaters.
As part of its Halfway to Halloween initiative, Shudder will screen M3GAN, along with Ma and Annabelle, for one-night-only engagements. These screenings will incorporate Meta’s “Movie Mate” technology, allowing audience members to interact with M3GAN through a chatbot and enjoy second-screen capabilities that display exclusive content 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,” the studio explained in a report published by Variety.“The entire experience is designed to leverage Meta’s capabilities to augment and enhance the ‘second screen’ viewing experience, aimed at generating excitement ahead of the release of M3GAN 2.0 on June 27.”
The studio also noted that fans can expect sneak peeks, exclusive recorded messages from directors and talent from the films, and surprise special appearances in select markets. While this initiative sounds like an innovative approach, it also raises concerns about further weakening the traditional theatrical experience. Only time will tell how fans react to this unique experience, but it's hoped that it won't spread to regular screenings anytime soon.
The M3GAN screening will take place in various theaters nationwide on April 30, with Annabelle screening on May 7 and Ma screening on May 14. M3GAN 2.0 is set to hit theaters in the United States on June 27.
