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

Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary with a bang, and they're doing it by bringing the 2022 hit film M3GAN back to theaters. This move is strategically timed ahead of the sequel’s release, M3GAN 2.0, set to hit theaters on June 27. But this isn't just any re-release; it's a limited theatrical engagement that's stirring up quite the buzz due to its innovative yet controversial approach. The screenings will include new features that encourage audience members to use their smartphones during the movie, a move that's bound to spark debate among moviegoers.

As part of their Halfway to Halloween initiative, Shudder, in collaboration with Blumhouse, plans to screen M3GAN, along with Ma and Annabelle, for one-night-only events. These screenings will integrate Meta's "Movie Mate" technology, allowing audience members to interact with M3GAN through a chatbot and enjoy second-screen capabilities that will display exclusive content in real-time. This immersive experience is designed to enhance viewer engagement and generate excitement ahead of M3GAN 2.0's release.

"Movie Mate is exclusively available to moviegoers who are in a theater, and can be activated 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 elevate the 'second screen' viewing experience, offering fans sneak peeks, exclusive recorded messages from the films' directors and talent, and surprise special appearances in select markets.

While this approach is innovative, it's also controversial. The integration of smartphones into the traditional theatrical experience could further disrupt the already challenged core of cinema-going. Only time will tell how fans will react to this unique experience, but the hope is that it remains exclusive to these special events and doesn't seep into regular screenings.

The M3GAN screening will take place in various theaters nationwide on April 30, with Annabelle screening on May 7 and Ma on May 14. M3GAN 2.0 is scheduled to premiere in the United States on June 27.