Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary in a unique way, by bringing the 2022 smash hit, *M3GAN*, back to theaters. This move is timed perfectly ahead of the sequel, *M3GAN 2.0*, set to release on June 27. However, what makes this limited theatrical engagement stand out—and somewhat controversial—is the introduction of new interactive features that encourage the use of smartphones in the theater.
As part of its Halfway to Halloween initiative, Shudder is not only screening *M3GAN* but also *Ma* and *Annabelle* for one-night-only engagements. These screenings will incorporate Meta’s innovative “Movie Mate” technology. This tech allows audience members to engage with *M3GAN* herself through a chatbot and enjoy second screen capabilities, which will deliver exclusive content in real-time.
“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 studio explained in a report published by Variety. The initiative aims to “leverage Meta’s capabilities to augment and uplevel the ‘second screen’ viewing experience,” generating excitement ahead of *M3GAN 2.0*’s release.
Fans attending these screenings can look forward to sneak peeks, exclusive recorded messages from directors and talent associated with the films, and surprise special appearances in select markets. While this approach is innovative, it raises concerns about the impact on the traditional theatrical experience. It remains to be seen how audiences will react to this blend of digital and cinematic experiences, but one hopes it doesn't become a norm for regular screenings.
The *M3GAN* screenings are scheduled for April 30 across various theaters nationwide, with *Annabelle* following on May 7, and *Ma* on May 14. *M3GAN 2.0* will hit theaters in the United States on June 27.
