Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary in style, bringing the 2022 hit *M3GAN* back to theaters ahead of the sequel’s release. This limited theatrical engagement introduces a unique twist by incorporating new features that encourage smartphone usage in theaters, stirring up quite a bit of controversy.
As part of its Halfway to Halloween initiative, Shudder plans to screen *M3GAN*, along with *Ma* and *Annabelle*, in one-night-only events. These screenings will leverage Meta’s “Movie Mate” technology, allowing audience members to interact with M3GAN via a chatbot and access exclusive content in real-time through second screen capabilities.
“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 entire experience is crafted to leverage Meta’s capabilities, enhancing the ‘second screen’ viewing experience and generating 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 directors and talent involved in the films, and surprise special appearances in select markets. While this approach is intended to create buzz, it raises concerns about further eroding the traditional theatrical experience. Only time will tell how fans will react once they experience it firsthand. Personally, I hope this doesn't become a trend in regular screenings anytime soon.
The *M3GAN* screening will occur in various theaters nationwide on April 30, followed by *Annabelle* on May 7 and *Ma* on May 14. *M3GAN 2.0* is set to hit theaters in the United States on June 27.
