Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary in style by bringing the 2022 hit, M3GAN, back to theaters. This move is timed perfectly ahead of the sequel's release and includes a special twist: the screenings will feature new interactive elements that have stirred up quite the controversy due to their encouragement of smartphone use in theaters.
As part of its Halfway to Halloween initiative, Shudder will host one-night-only screenings of M3GAN, along with Ma and Annabelle, incorporating Meta's "Movie Mate" technology. This innovative feature allows audience members to interact directly with M3GAN via a chatbot and access exclusive content in real-time through second screen capabilities.
"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," Blumhouse explained in a report published by Variety. The studio aims to leverage Meta's technology to enhance the 'second screen' viewing experience, generating buzz and excitement before M3GAN 2.0's release on June 27.
Fans can look forward to sneak peeks, exclusive recorded messages from the films' directors and talent, and surprise special appearances in select markets. While this approach seems designed to invigorate the theatrical experience, it also raises concerns about further eroding the traditional cinema atmosphere. Only time will tell how fans will respond to this unique blend of technology and horror. Hopefully, such innovations won't become standard in regular 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 is set to hit U.S. theaters on June 27.
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