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

Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary with a bang, bringing the 2022 hit, M3GAN, back to theaters. This move comes just ahead of the much-anticipated sequel, M3GAN 2.0. However, this isn't your typical re-release; it's stirring up some controversy due to its innovative yet divisive approach to the theatrical experience. As part of the limited engagement, Blumhouse is introducing new features that encourage the use of smartphones in theaters.

As part of Shudder's Halfway to Halloween initiative, M3GAN, along with Ma and Annabelle, will be screened for one night only, utilizing Meta's "Movie Mate" technology. This technology allows audience members to interact with M3GAN through a chatbot and enjoy second screen capabilities that deliver exclusive content in real-time. The experience is designed to enhance the viewing experience and build excitement for M3GAN 2.0, set to release on June 27.

"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, as reported by Variety. The studio aims to leverage Meta's capabilities to augment the 'second screen' viewing experience, offering sneak peeks, exclusive messages from directors and talent, and surprise appearances in select markets.

While this approach is intended to generate excitement, it has raised concerns about further eroding the traditional theatrical experience. Only time will tell how fans will react to this new way of engaging with films. One thing is certain: there's hope that such features won't become standard in regular screenings anytime soon.

The M3GAN screening will occur in various theaters nationwide on April 30, followed by Annabelle on May 7 and Ma on May 14. M3GAN 2.0 is slated to hit U.S. theaters on June 27.