M3GAN Re-Release: 'Second Screen' and Live Chatbot Added

Blumhouse, the renowned horror studio, is gearing up to celebrate its 15th anniversary with a special treat for fans. The studio plans to re-release the 2022 hit film M3GAN in theaters, just ahead of the sequel's debut. This limited theatrical engagement, however, comes with a twist that has sparked some controversy: it encourages the use of smartphones during the movie.

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

"Movie Mate is exclusively available to moviegoers in theaters and can be activated by sending a direct message to the Instagram account @M3GAN," Blumhouse explained in a statement to Variety. "This innovative feature is designed to enhance the 'second screen' viewing experience, building anticipation for the upcoming release of M3GAN 2.0 on June 27."

The studio also teased that fans can look forward to sneak peeks, exclusive messages from the films' directors and talent, and surprise appearances in select markets. While this approach aims to generate excitement, it raises concerns about further eroding the traditional theatrical experience. Only time will reveal how audiences respond to this unique blend of technology and cinema.

The M3GAN screenings are scheduled for April 30 across various theaters nationwide, followed by Annabelle on May 7 and Ma on May 14. M3GAN 2.0 is slated to hit U.S. theaters on June 27.