M3GAN Re-Release Adds 'Second Screen' and Live Chatbot

Top horror studio Blumhouse is celebrating its 15th anniversary by re-releasing the 2022 hit film M3GAN in theaters. This special limited engagement is set ahead of the sequel, M3GAN 2.0, and introduces some unique, albeit controversial, features that encourage smartphone use during the screenings.

As part of their Halfway to Halloween initiative, Shudder is hosting one-night-only screenings of M3GAN, alongside Ma and Annabelle, with an innovative twist. These screenings incorporate Meta's "Movie Mate" technology, allowing audience members to interact with M3GAN through a chatbot and access exclusive content on a second screen in real-time.

"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 in a statement reported by Variety. This feature aims to enhance the 'second screen' viewing experience, building excitement for the upcoming release of M3GAN 2.0 on June 27.

Fans attending these screenings can look forward to sneak peeks, exclusive recorded messages from the films' directors and talent, and surprise special appearances in select markets. While this approach is designed to engage audiences, it raises concerns about its impact on the traditional theatrical experience. Only time will tell how fans will respond to this novel approach once they experience it firsthand. Hopefully, such features won't become a staple in regular screenings.

The M3GAN screenings are scheduled for April 30 across various theaters nationwide, with Annabelle following on May 7, and Ma on May 14. M3GAN 2.0 will premiere in U.S. theaters on June 27.