As Blumhouse prepares to celebrate its 15th anniversary, the legendary horror studio is reigniting buzz around its 2022 hit M3GAN with a special theatrical re-release ahead of the sequel. This limited engagement introduces unconventional - and controversial - interactive elements that encourage smartphone usage during screenings.
Interactive Horror Experience Divides Moviegoers
As part of Shudder's Halfway to Halloween program, audiences can experience M3GAN - along with Ma and Annabelle - in special one-night screenings featuring Meta's "Movie Mate" technology. This innovative approach allows theatergoers to interact directly with M3GAN via chatbot while viewing exclusive real-time supplemental content on their devices.
Studio executives explain the technology activates when viewers message the @M3GAN Instagram account during screenings: "Movie Mate transforms smartphones into interactive companions that enhance rather than distract from the cinematic experience," Blumhouse told Variety.
The groundbreaking initiative aims to build anticipation for M3GAN 2.0's June 27 release while pushing boundaries of audience engagement. Participants will receive behind-the-scenes content, director messages, and potential surprise appearances from cast members in select markets.
Balancing Innovation With Theater Etiquette
This experimental approach sparks debate about preserving traditional theater experiences while embracing technological evolution. Though designed as a special event, concerns linger about potential normalization of screen usage during films.
Special screenings occur nationwide with M3GAN on April 30, Annabelle on May 7, and Ma on May 14. The horror community eagerly awaits to see if this bold experiment enhances or disrupts the shared cinematic experience when M3GAN 2.0 premieres June 27.
