Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary in style, and what better way than to bring back the 2022 sensation, M3GAN, to theaters just before the sequel, M3GAN 2.0, hits the screens? This special theatrical run is not just a re-release; it's an innovative experience that's stirring up quite a bit of controversy due to its integration of smartphone usage in cinemas.
As part of its Halfway to Halloween initiative, Shudder is hosting one-night-only screenings of M3GAN, alongside Ma and Annabelle. These events will feature Meta's "Movie Mate" technology, which promises a unique interactive experience. Audience members can engage with M3GAN herself via a chatbot and enjoy exclusive content in real-time on their second screens.
"Movie Mate is exclusively available to moviegoers in the theater, activated by direct messaging the Instagram account @M3GAN to kick off the experience," Blumhouse revealed in a statement to Variety. This innovative feature is designed to enhance the 'second screen' viewing experience, leveraging Meta's technology to generate buzz ahead of the M3GAN 2.0 release on June 27.
Fans can look forward to sneak peeks, exclusive messages from the films' directors and talent, and surprise special appearances in select markets. While this approach aims to boost excitement, it raises questions about its impact on the traditional theater experience, which is already struggling. Only time will tell how audiences will respond to this unique blend of cinema and technology. Personally, I hope this doesn't become the norm for regular screenings.
Mark your calendars: the M3GAN screening is set for April 30 in various theaters across the nation, followed by Annabelle on May 7, and Ma on May 14. M3GAN 2.0 will premiere in the United States on June 27.
