M3GAN Re-Release Offers 'Second Screen' and Live Chatbot Experience

Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary in a unique way by bringing the 2022 hit film M3GAN back to theaters. This move comes just ahead of the sequel's release and includes a limited theatrical engagement that introduces new interactive features, sparking some controversy due to the use of smartphones in theaters.

As part of its Halfway to Halloween initiative, Shudder, in collaboration with Blumhouse, will present special one-night-only screenings of M3GAN, Ma, and Annabelle. These screenings will incorporate Meta's "Movie Mate" technology, allowing audience members to engage directly with M3GAN through a chatbot and access exclusive content in real-time on their second screens.

"Movie Mate is exclusively available to moviegoers in the theater and can be activated by sending a direct message to the Instagram account @M3GAN," Blumhouse stated in a report by Variety. "The experience is designed to enhance the 'second screen' viewing experience using Meta's technology, aiming to generate excitement ahead of M3GAN 2.0's release on June 27."

Fans attending these screenings can look forward to sneak peeks, exclusive messages from the films' directors and talent, and surprise appearances in select markets. While this innovative approach is intended to boost anticipation for M3GAN 2.0, it raises concerns about the impact on the traditional theatrical experience. Only time will tell how fans will react to this new interactive format, but there's hope that it won'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. M3GAN 2.0 is set to premiere in the United States on June 27.