M3GAN relaunch adds interactive chatbot, second screen

Horror powerhouse Blumhouse is marking its 15th anniversary with a special theatrical return of 2022's hit M3GAN before the sequel's premiere. This limited engagement comes with a twist—audiences are actually encouraged to use their smartphones during screenings, sparking considerable controversy.

As part of Shudder's Halfway to Halloween celebration, select theaters will host one-night-only screenings of M3GAN, along with Ma and Annabelle, featuring Meta's "Movie Mate" technology. This interactive experience lets viewers engage with M3GAN through a chatbot while unlocking exclusive real-time content on their devices.

"The Movie Mate feature activates when audience members message @M3GAN's Instagram account from their theater seats," Blumhouse explained in a Variety report. "This innovative second-screen experience harnesses Meta's technology to amplify anticipation for M3GAN 2.0's June 27 release."

Attendees can look forward to behind-the-scenes previews, personal messages from filmmakers and cast members, and live surprises in certain locations. While undeniably creative, this approach potentially undermines the traditional cinema experience—a worrying development for purists. The real test will be how audiences respond once they've tried the hybrid viewing format.

M3GAN's enhanced screenings hit theaters nationwide on April 30, followed by Annabelle on May 7 and Ma on May 14. The sequel M3GAN 2.0 debuts in U.S. theaters on June 27.