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

Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary in a thrilling way by bringing back the 2022 hit, M3GAN, to theaters. This move comes ahead of the much-anticipated sequel, M3GAN 2.0. However, this isn't just a simple re-release; it includes a controversial twist that encourages the use of smartphones in the theater, stirring quite the debate among moviegoers.

As part of its Halfway to Halloween initiative, Shudder is set to screen M3GAN, along with Ma and Annabelle, for one-night-only engagements. These screenings will feature Meta's innovative "Movie Mate" technology, allowing audience members to interact with M3GAN through a chatbot. Additionally, the technology offers second-screen capabilities that deliver exclusive content in real-time, enhancing the viewing experience.

"Movie Mate is exclusively available to moviegoers in theaters and can be activated by DM'ing the Instagram account @M3GAN," Blumhouse explained in a statement to Variety. "This unique feature leverages Meta's technology to enhance the 'second screen' viewing experience, generating excitement before the release of M3GAN 2.0 on June 27."

The studio also teased that fans can look forward to sneak peeks, exclusive recorded messages from directors and talent involved in the films, and surprise special appearances in select markets. While this approach aims to invigorate the theatrical experience, it has sparked concerns about further weakening the traditional cinema atmosphere. Only time will reveal how fans will respond to this novel experience, but there's a hope it won't become a standard for regular screenings.

The M3GAN screening is scheduled for April 30 in various theaters across the nation, with Annabelle following on May 7, and Ma on May 14. The sequel, M3GAN 2.0, is set to premiere in the United States on June 27.