Blumhouse Productions, a top horror studio, is celebrating its 15th anniversary with a bang. They're bringing back the 2022 hit, M3GAN, to theaters in a limited engagement ahead of the sequel's release. This move is stirring up quite the buzz, especially since it involves a controversial twist: encouraging smartphone use during screenings.
As part of their Halfway to Halloween initiative, Shudder will host one-night-only screenings of M3GAN, along with Ma and Annabelle. These events will feature Meta's innovative "Movie Mate" technology, allowing audience members to interact with M3GAN through a chatbot and enjoy second screen capabilities for exclusive real-time content.
"Movie Mate is exclusively available to moviegoers in theaters and can be activated by sending a direct message to the Instagram account @M3GAN," Blumhouse detailed in a report published by Variety. The technology aims to enhance the 'second screen' viewing experience, generating excitement ahead of M3GAN 2.0's release on June 27.
Fans can look forward to sneak peeks, exclusive messages from directors and talent, and surprise special appearances in select markets. While this approach is innovative, it's also seen as a direct hit to the traditional theatrical experience, which has already faced challenges. Only time will reveal how fans react to this unique blend of technology and cinema. Personally, I hope this trend doesn't extend to regular screenings anytime soon.
The special M3GAN screening will occur in various theaters across the nation on April 30, followed by Annabelle on May 7, and Ma on May 14. M3GAN 2.0 is slated to hit U.S. theaters on June 27.
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