Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary in style, and what better way than bringing the 2022 hit, M3GAN, back to theaters just before the sequel's release? This limited theatrical run isn't just a rerun; it's packed with new, interactive features that are stirring up quite the controversy, particularly due to the encouraged use of smartphones in theaters.
As part of their 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, enabling audience members to engage directly with M3GAN via a chatbot and enjoy exclusive content through second screen capabilities in real time.
"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, according to a report published by Variety. "The entire experience is designed to leverage Meta’s capabilities to augment and elevate the 'second screen' viewing experience, aimed at generating excitement ahead of the release of M3GAN 2.0 on June 27."
The studio also teased that fans can look forward to sneak peeks, exclusive recorded messages from directors and talent involved in the films, and surprise special appearances in select markets. While this approach aims to invigorate the theatrical experience, it's a contentious move that could further weaken the traditional cinema experience. Only time will tell how fans will respond to this innovative yet divisive approach. Personally, I hope this trend doesn't extend to regular screenings anytime soon.
The M3GAN screenings are scheduled to take place across various theaters nationwide on April 30, with Annabelle following on May 7 and Ma on May 14. M3GAN 2.0 will premiere in the United States on June 27.
