Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary with a bang, and what better way than to bring back the 2022 hit M3GAN to theaters? In anticipation of the upcoming sequel, this limited theatrical engagement is set to stir some controversy with its innovative approach to smartphone use during screenings.
As part of its Halfway to Halloween initiative, Shudder is set to screen M3GAN, along with Ma and Annabelle, in one-night-only events that integrate Meta’s “Movie Mate” technology. This cutting-edge feature allows audience members to interact directly with M3GAN through a chatbot and offers second-screen capabilities, displaying exclusive content in real-time.
“Movie Mate is exclusively available to moviegoers in theaters and can be accessed by DM’ing the Instagram account @M3GAN to kickstart the experience,” Blumhouse detailed in a statement reported by Variety.
The studio emphasized that the entire experience is crafted to harness Meta’s technology to enhance and elevate the 'second screen' viewing experience, aiming to build excitement ahead of M3GAN 2.0's release on June 27.
Fans attending these screenings can look forward to sneak peeks, exclusive messages from the films' directors and talent, and unexpected special appearances in select markets. While this approach may seem like a bold move to further disrupt the traditional theatrical experience, only time will reveal how audiences will respond to this novel integration of technology. Personally, I hope this doesn't become a standard for regular screenings anytime soon.
The M3GAN screening is scheduled for April 30 in various theaters across the nation, with Annabelle following on May 7, and Ma on May 14. M3GAN 2.0 is slated to hit U.S. theaters on June 27.
