As Blumhouse gears up to celebrate its 15th anniversary, they're set to bring the 2022 blockbuster M3GAN back to theaters with a twist, just ahead of the sequel's release. This limited theatrical run introduces a controversial new feature that encourages the use of smartphones in theaters, sparking much debate.
As part of Shudder's Halfway to Halloween initiative, the studio plans to screen M3GAN, along with Ma and Annabelle, for one-night-only events. These screenings will leverage Meta's innovative "Movie Mate" technology, allowing audience members to interact with M3GAN through a chatbot and access exclusive content in real-time via second screen capabilities.
"Movie Mate is exclusively available to those in the theater and can be activated by DM'ing the Instagram account @M3GAN," Blumhouse detailed in a report by Variety. "This feature is designed to enhance the 'second screen' viewing experience, aiming to build anticipation for the upcoming release of M3GAN 2.0 on June 27."
The studio also promises fans sneak peeks, exclusive messages from the films' directors and talent, and surprise appearances in select markets. While this move is intended to generate excitement, it raises concerns about the integrity of the traditional theatrical experience. It's a bold strategy, and only time will tell how audiences respond. Personally, I hope this trend doesn't extend to regular screenings anytime soon.
The M3GAN screening is scheduled for April 30 at various theaters across the nation, followed by Annabelle on May 7 and Ma on May 14. The much-anticipated M3GAN 2.0 will premiere in the United States on June 27.
