Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary in style by bringing the 2022 hit M3GAN back to theaters just before the sequel's release. This limited theatrical engagement is not just a rerun; it's packed with innovative features that have sparked quite a bit of controversy. The twist? They're encouraging the use of smartphones in theaters.
As part of their Halfway to Halloween initiative, Shudder is set to screen M3GAN, alongside Ma and Annabelle, in one-night-only events that incorporate Meta's "Movie Mate" technology. This tech lets audience members engage directly with M3GAN via a chatbot and enjoy second screen capabilities for real-time exclusive content.
"Movie Mate is exclusively available to theater-goers and activates by DM'ing the Instagram account @M3GAN to kickstart the experience," Blumhouse detailed in a report by Variety.
The studio further explained that the initiative aims to enhance the 'second screen' viewing experience, leveraging Meta's technology to build excitement for the upcoming M3GAN 2.0, set for release on June 27.
Fans can look forward to sneak peeks, exclusive recorded messages from the films' directors and talent, and surprise special appearances in certain markets. While this move is designed to drum up interest, it raises concerns about further eroding the traditional theater experience. Only time will reveal how fans react to this unique blend of technology and cinema. Personally, I hope this doesn't become a standard for regular screenings anytime soon.
The M3GAN screenings are scheduled for April 30 across various theaters nationwide, with Annabelle to follow on May 7 and Ma on May 14. Mark your calendars for M3GAN 2.0, hitting theaters in the United States on June 27.
