Top horror studio Blumhouse is celebrating its 15th anniversary with a bang by bringing the 2022 hit film M3GAN back to theaters. This move is not just a nostalgic nod but a strategic play to build excitement ahead of the sequel, M3GAN 2.0, set to release on June 27. However, this limited theatrical engagement comes with a twist that has stirred quite a bit of controversy: it encourages smartphone use in theaters.
As part of the 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, which introduces an interactive element to the viewing experience. Audience members can engage with M3GAN through a chatbot by DM'ing the Instagram account @M3GAN, directly from their seats. Additionally, this technology offers second screen capabilities, providing real-time exclusive content to enhance the movie-watching experience.
"Movie Mate is exclusively available to moviegoers in theaters and works by DM'ing the Instagram account @M3GAN to start the experience," Blumhouse explained, as reported by Variety. The studio aims to leverage Meta's capabilities to elevate the 'second screen' viewing experience, creating buzz and anticipation for M3GAN 2.0.
Fans attending these screenings can look forward to sneak peeks, exclusive recorded messages from the films' directors and talent, and even surprise special appearances in select markets. While this approach is innovative, it raises concerns about its impact on the traditional theatrical experience, which has already been facing challenges. The hope is that such an interactive experience remains limited to these special events and doesn't become a norm for regular screenings.
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 scheduled to hit U.S. theaters on June 27. Only time will tell how audiences will respond to this novel approach to movie-watching.
