Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary in style by bringing the 2022 hit film M3GAN back to theaters. This move is timed perfectly ahead of the sequel's release and includes a limited theatrical engagement with some innovative, yet controversial, features that encourage smartphone use during the movie.
As part of its 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 in real-time on their second screens.
"Movie Mate is exclusively available to moviegoers in theaters and can be activated by DM'ing the Instagram account @M3GAN," Blumhouse explained in a report published by Variety. "The experience is designed to enhance the 'second screen' viewing experience, leveraging Meta's capabilities to generate excitement ahead of M3GAN 2.0's release on June 27."
The studio also highlighted that fans can look forward to sneak peeks, exclusive recorded messages from the films' directors and talent, and surprise special appearances in select markets. While this approach aims to revitalize the theatrical experience, it raises concerns about further weakening the traditional cinema atmosphere. Only time will tell how fans will respond to this unique experience, but it's hoped that it won't become a standard for regular screenings.
The M3GAN screening is scheduled for April 30 in various theaters nationwide, followed by Annabelle on May 7 and Ma on May 14. M3GAN 2.0 will hit U.S. theaters on June 27.
