As Blumhouse Productions approaches its 15th anniversary, the iconic horror studio is celebrating by re-releasing the 2022 hit M3GAN in theaters before its sequel arrives. However, this special engagement comes with a twist - it actively encourages smartphone use during screenings, sparking intense debate across the industry.
Interactive Horror Experience Divides Moviegoers
As part of Shudder's "Halfway to Halloween" event, M3GAN will screen alongside horror classics Ma and Annabelle for one-night-only showings featuring Meta's "Movie Mate" technology. This innovation transforms phones into interactive devices, allowing audiences to chat directly with M3GAN via Instagram DM while receiving exclusive real-time content during the film.
"The Movie Mate experience activates when theatergoers message @M3GAN on Instagram," Blumhouse explained in a statement to Variety. "This experimental format enhances traditional moviegoing by merging Meta's platforms with cinematic storytelling, building anticipation for M3GAN 2.0's June 27 premiere."
Attendees can expect behind-the-scenes footage, director commentary, and surprise guest appearances in certain locations. While innovative, this approach challenges conventional theater etiquette by legitimizing smartphone use - a potentially risky move as cinemas struggle to maintain their unique viewing experience against streaming competitors.
Limited Run Precedes Sequel Release
The special M3GAN screening occurs nationwide on April 30, followed by Annabelle on May 7 and Ma on May 14. Whether this marks an intriguing evolution of cinematic experiences or further erosion of theater traditions remains to be seen. One certainty exists - movie purists hope this experiment remains contained to these special events rather than becoming standard practice.
M3GAN 2.0 arrives in U.S. theaters on June 27, continuing the story of the deadly AI companion. Meanwhile, horror fans face a difficult choice between preserving traditional viewing experiences or embracing this controversial new format.
