Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary in style, bringing the 2022 hit M3GAN back to theaters with a twist just before the sequel hits the screens. This limited theatrical engagement is not just a rerun; it's an interactive experience that has stirred some controversy due to its encouragement of smartphone use during the movie.
As part of its Halfway to Halloween initiative, Shudder is set to screen M3GAN, along with Ma and Annabelle, for one-night-only events. These screenings will feature Meta's "Movie Mate" technology, allowing audience members to engage directly with M3GAN via a chatbot and access exclusive content through their smartphones in real-time.
"Movie Mate is exclusively available to moviegoers in theaters and can be activated by sending a direct message to the Instagram account @M3GAN," Blumhouse detailed in a report published by Variety. "This feature is designed to enhance the 'second screen' viewing experience, leveraging Meta's capabilities to build excitement ahead of M3GAN 2.0's release on June 27."
The studio also teased that fans can look forward to sneak peeks, exclusive recorded messages from the films' directors and talent, and surprise special appearances in select markets. While this approach aims to create a buzz, it raises concerns about further diluting the traditional cinematic experience. Only time will tell how fans will respond to this innovative yet contentious approach, but it's hoped that it won't become a standard for regular screenings anytime soon.
The M3GAN screening will occur in theaters across the nation on April 30, followed by Annabelle on May 7, and Ma on May 14. M3GAN 2.0 is slated for a theatrical release in the United States on June 27.
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