Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary with a bang, bringing the 2022 hit film M3GAN back to theaters. This move comes just ahead of the much-anticipated sequel, M3GAN 2.0. However, this isn't just a simple re-release; it's a limited theatrical engagement with a twist that's stirring up quite a bit of controversy. The studio is encouraging the use of smartphones in theaters, a decision that has sparked debate among moviegoers.
As part of its Halfway to Halloween initiative, Shudder is set to screen M3GAN, along with Ma and Annabelle, for one-night-only engagements. These screenings will incorporate Meta's "Movie Mate" technology, allowing audience members to interact with M3GAN through a chatbot and enjoy second-screen capabilities that showcase exclusive content in real-time.
"Movie Mate is only available to moviegoers who are in a theater, and works by DM'ing the Instagram account @M3GAN account to start the experience," the studio explained in a report published by Variety."The entire experience is designed to leverage Meta's capabilities to augment and uplevel the 'second screen' viewing experience aimed at generating excitement ahead of the release of M3GAN 2.0 on June 27."
Fans can look forward to sneak peeks, exclusive recorded messages from directors and talent from the films, and surprise special appearances in select markets. While this innovative approach is meant to enhance the viewing experience, it raises concerns about further eroding the traditional theatrical experience. Only time will tell how fans will react once they experience it firsthand. One thing is clear: there's hope that this doesn't become the norm for regular screenings.
The M3GAN screening will take place in various theaters nationwide on April 30, with Annabelle screening on May 7 and Ma screening on May 14. M3GAN 2.0 is set to hit theaters in the United States on June 27.
