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Top horror studio Blumhouse is set to celebrate its 15th anniversary with a bang by bringing the 2022 hit film M3GAN back to theaters. This move comes just 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, in partnership with Blumhouse, will host one-night-only screenings of M3GAN, along with Ma and Annabelle. These special engagements will incorporate Meta's "Movie Mate" technology, allowing audience members to interact with M3GAN through a chatbot and access exclusive content in real-time via a second screen experience.
"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. This initiative is designed to leverage Meta's capabilities to enhance the 'second screen' viewing experience, aiming to generate excitement before the release of M3GAN 2.0 on June 27.
Fans can look forward to sneak peeks, exclusive recorded messages from directors and talent, and surprise special appearances in select markets. While this approach is certainly a bold move, it's also seen as a direct challenge to the traditional theatrical experience, which has already been struggling. Only time will tell how fans will react to this unique blend of technology and cinema.
The M3GAN screening will take place in various theaters nationwide on April 30, followed by Annabelle on May 7, and Ma on May 14. M3GAN 2.0 is slated to hit theaters in the United States on June 27.
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