Blumhouse, the renowned horror studio, is celebrating its 15th anniversary with a bang by re-releasing the 2022 hit, M3GAN, back into theaters. This move comes ahead of the much-anticipated sequel, M3GAN 2.0. However, this limited theatrical engagement is not just a simple re-run; it introduces a controversial twist that encourages the use of smartphones in theaters.

As part of the Halfway to Halloween initiative, Shudder is set to screen M3GAN, along with Ma and Annabelle, for one-night-only events. These screenings will feature Meta’s “Movie Mate” technology, which allows audience members to interact with M3GAN through a chatbot. Additionally, this technology offers second-screen capabilities, providing real-time exclusive content to enhance the viewer's experience.

“Movie Mate is exclusively available to moviegoers in theaters and is activated by sending a direct message to the Instagram account @M3GAN,” Blumhouse detailed in a report published by Variety. The technology aims to leverage Meta’s capabilities to enhance the 'second screen' viewing experience, building excitement for the upcoming M3GAN 2.0, set for release on June 27.

Fans attending these screenings can look forward to sneak peeks, exclusive messages from the films' directors and talent, and surprise appearances in select markets. While this innovative approach is designed to generate buzz, it raises concerns about further eroding the traditional theatrical experience. Only time will tell how audiences will react to this unique blend of technology and cinema, but there's a hope among traditionalists that it won't become a standard for regular screenings.

The M3GAN screening is 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 premiere in the United States on June 27.