Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary in a unique way by bringing back the 2022 hit, M3GAN, to theaters ahead of the sequel's release. This limited theatrical engagement introduces some innovative features, sparking both excitement and controversy, especially due to the encouragement of smartphone usage during screenings.
As part of the Halfway to Halloween initiative, Shudder is set to screen M3GAN, along with Ma and Annabelle, in one-night-only events. These screenings will incorporate Meta's "Movie Mate" technology, allowing audience members to engage directly with M3GAN through a chatbot and access exclusive content in real-time via second screen capabilities.
"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 initiative aims to enhance the 'second screen' viewing experience, generating buzz for the upcoming release of M3GAN 2.0 on June 27.
Fans can look forward to sneak peeks, exclusive recorded messages from the directors and cast, and surprise special appearances in select markets. While this approach is designed to heighten engagement, it raises concerns about its impact on the traditional theatrical experience. Only time will tell how audiences respond to this interactive element, but it's hoped that it won't become a standard for regular screenings.
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 will hit theaters in the United States on June 27.
