As Blumhouse Productions gears up to celebrate its 15th anniversary, they're not just looking back but also forward by re-releasing the 2022 horror hit, M3GAN, in theaters. This move is timed perfectly ahead of the much-anticipated sequel, M3GAN 2.0. However, this isn't just a simple re-run; it's a bold experiment that's stirring up some controversy due to its innovative, yet divisive, feature: the integration of smartphones during the movie experience.
In a unique twist under 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, allowing audience members to engage directly with M3GAN through a chatbot and access exclusive content on their second screens in real-time. This interactive approach is designed to enhance the viewing experience and build excitement for the upcoming sequel.
"Movie Mate is exclusively available to those in the theater and can be activated by sending a direct message to the Instagram account @M3GAN," Blumhouse explained in a statement to Variety. This feature aims to leverage Meta's technology to enrich the 'second screen' experience, offering fans sneak peeks, exclusive messages from the films' directors and talent, and surprise appearances in select markets.
While this approach is innovative, it's not without its critics. Many worry that encouraging smartphone use in theaters could further erode the traditional cinematic experience. However, only time will tell how audiences will respond to this novel approach. One thing is certain: the hope is that this doesn't become a standard for regular screenings.
The special M3GAN screening is scheduled for April 30 across various theaters nationwide, followed by Annabelle on May 7, and Ma on May 14. Fans can mark their calendars for M3GAN 2.0, set to hit U.S. theaters on June 27.
