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

Top horror studio Blumhouse is celebrating its 15th anniversary by bringing the 2022 hit film M3GAN back to theaters in a limited engagement, just ahead of the sequel’s release. This return to the big screen isn't just a simple re-run; it includes some innovative yet controversial new features that encourage the use of smartphones in theaters.

As part of its Halfway to Halloween initiative, Shudder is organizing one-night-only screenings of M3GAN, along with Ma and Annabelle, incorporating Meta's "Movie Mate" technology. This tech allows audience members to interact with M3GAN through a chatbot and access second screen capabilities to view exclusive content in real-time.

"Movie Mate is exclusively available to moviegoers in the theater and can be activated by DM'ing the Instagram account @M3GAN," explained the studio in a report published by Variety. "The entire experience is designed to leverage Meta’s capabilities to enhance and elevate the ‘second screen’ viewing, generating excitement ahead of the release of M3GAN 2.0 on June 27."

Additionally, fans can look forward to sneak peeks, exclusive recorded messages from directors and talent from the films, and surprise special appearances in select markets. While this approach aims to boost engagement, it also strikes at the heart of the traditional theatrical experience, which is already facing challenges. It's not the most joyful news to report, but we'll have to wait and see how fans respond once they experience it firsthand. Hopefully, this trend won't extend to regular screenings anytime soon.

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