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 back the 2022 hit M3GAN to theaters before the release of its sequel. This limited theatrical engagement, however, comes with a twist that has sparked some controversy: it encourages the use of smartphones in theaters.

As part of its Halfway to Halloween initiative, Shudder will host one-night-only screenings of M3GAN, along with Ma and Annabelle, featuring Meta's "Movie Mate" technology. This innovative feature allows audience members to interact with M3GAN through a chatbot and enjoy second screen capabilities, which showcase exclusive content 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," the studio explained, as reported by Variety. "The entire experience is designed to leverage Meta's capabilities to augment and enhance the 'second screen' viewing experience, generating excitement ahead of the release of M3GAN 2.0 on June 27."

Fans can look forward to sneak peeks, exclusive recorded messages from directors and talent, and surprise special appearances in select markets. While this approach is aimed at revitalizing the theater experience, it's also seen as a potential threat to the traditional cinematic atmosphere, and it remains to be seen how fans will react to this new form of engagement. Hopefully, this doesn't become a standard for 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 on May 14. M3GAN 2.0 is set to hit theaters in the United States on June 27.