Top horror studio Blumhouse is celebrating its 15th anniversary in a thrilling way by re-releasing the 2022 hit movie M3GAN back into theaters. This special event is timed perfectly ahead of the much-anticipated sequel, M3GAN 2.0. However, this limited theatrical engagement comes with a twist that has stirred some controversy: the integration of smartphones into the theater experience.
As part of the Halfway to Halloween initiative, Shudder will be hosting one-night-only screenings of M3GAN, along with Ma and Annabelle. These events will incorporate Meta’s “Movie Mate” technology, which offers a unique interactive experience. Audience members can 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 covered by Variety. This innovative approach is designed to enhance the 'second screen' viewing experience, aiming to generate buzz and excitement leading up to the release of M3GAN 2.0 on June 27.
The studio also teased additional perks for fans, including sneak peeks, exclusive recorded messages from the films' directors and talent, and surprise special appearances in select markets. While this approach is innovative, it raises concerns about its impact on the traditional theatrical experience. Only time will tell how fans will react to this new way of engaging with movies, but it's hoped that such features won't become commonplace in regular screenings.
The M3GAN screenings are scheduled for April 30 in various theaters nationwide, followed by Annabelle on May 7, and Ma on May 14. M3GAN 2.0 will premiere in the United States on June 27.
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