M3GAN Re-Release: 'Second Screen' and Live Chatbot

Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary in style, by re-releasing the 2022 blockbuster M3GAN in theaters. This limited engagement comes just before the much-anticipated release of its sequel, M3GAN 2.0. However, what sets this theatrical run apart—and stirs some controversy—is the integration of smartphone usage during screenings. Blumhouse's innovative approach aims to enhance the moviegoing experience, yet it raises questions about the sanctity of the traditional theater setting.

As part of their Halfway to Halloween initiative, Shudder is bringing M3GAN back to the big screen for one-night-only events, alongside other Blumhouse hits like Ma and Annabelle. These screenings will feature Meta's "Movie Mate" technology, which introduces a unique interactive element. Audience members can engage directly with M3GAN through a chatbot and access exclusive content on their smartphones in real-time, enhancing the "second screen" experience.

"Movie Mate is exclusively available to moviegoers within the theater, activated by direct messaging the Instagram account @M3GAN," Blumhouse detailed in a report featured by Variety. This feature leverages Meta's technology to enrich the viewing experience, building anticipation for the upcoming release of M3GAN 2.0 on June 27.

The screenings promise not only interaction but also sneak peeks, exclusive messages from directors and cast members, and surprise guest appearances in select locations. While this initiative is designed to create buzz and excitement, it's viewed by some as a direct challenge to the traditional movie theater experience. The impact on moviegoers remains to be seen, but there's a hope that such experiments won't become the norm for regular screenings.

The M3GAN screenings will take place across various theaters nationwide on April 30, with Annabelle following on May 7, and Ma on May 14. M3GAN 2.0 is slated to hit theaters in the United States on June 27, promising more thrills and chills for horror fans.