As Blumhouse, the leading horror studio, approaches its 15th anniversary, it's celebrating this milestone by bringing the 2022 hit M3GAN back to theaters before the sequel arrives. However, this limited theatrical run includes some unique interactive features—encouraging smartphone use during screenings—which has, understandably, sparked some controversy.
As part of Shudder's Halfway to Halloween promotion, M3GAN—along with Ma and Annabelle—will screen for one night only. These special screenings incorporate Meta’s "Movie Mate" technology, letting audiences interact with M3GAN via a chatbot while providing second-screen content that displays exclusive material in real time.
According to a Variety report, the studio explained: "Movie Mate is only available to moviegoers who are in a theater, and works by DM’ing the Instagram account @M3GAN to start the experience."
"The entire experience is designed to use Meta’s technology to enhance the 'second screen' viewing experience, building anticipation for the release of M3GAN 2.0 on June 27."
Fans can also look forward to "sneak peeks, exclusive recorded messages from directors and cast members, and surprise special appearances in select markets." Altogether, this feels like a bold—if controversial—move aimed at rejuvenating the struggling theater experience. Only time will tell how audiences actually respond once they take part. One thing’s certain: let’s hope this doesn’t become a regular feature in standard screenings anytime soon.
The M3GAN screening is scheduled for various theaters nationwide on April 30, followed by Annabelle on May 7 and Ma on May 14. M3GAN 2.0 opens in U.S. theaters on June 27.
