As Blumhouse Productions gears up to celebrate its 15th anniversary, they're bringing the 2022 horror hit, M3GAN, back to theaters in a unique and somewhat controversial way. Ahead of the sequel's release, M3GAN will be re-released with new interactive features that encourage smartphone use during the movie, sparking debate among cinema enthusiasts.
As part of the Halfway to Halloween initiative, Shudder, in collaboration with Blumhouse, will host one-night-only screenings of M3GAN, along with Ma and Annabelle. These screenings will incorporate Meta's "Movie Mate" technology, allowing audience members to interact with M3GAN through a chatbot and enjoy exclusive content on their smartphones in real-time.
"Movie Mate is exclusively available to those in the theater and can be accessed by DM'ing the Instagram account @M3GAN to initiate the experience," Blumhouse stated in a report by Variety. This innovative approach aims to enhance the "second screen" viewing experience and build anticipation for the upcoming M3GAN 2.0, set to premiere on June 27.
Fans attending these special screenings can look forward to sneak peeks, exclusive messages from the films' directors and cast, and surprise appearances in certain locations. While this move has raised concerns about further eroding the traditional theatrical experience, only time will tell how audiences will respond to this interactive twist. Personally, I hope this trend doesn't extend to regular screenings anytime soon.
The M3GAN screening is scheduled for April 30 across various theaters nationwide, followed by Annabelle on May 7, and Ma on May 14. M3GAN 2.0 will hit U.S. theaters on June 27.
