Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary in style by bringing the 2022 blockbuster hit, M3GAN, back to theaters. This special re-release is timed perfectly ahead of the much-anticipated sequel, M3GAN 2.0. However, what sets this limited theatrical engagement apart is its introduction of innovative features that encourage smartphone use during the screenings, sparking a fair amount of controversy in the process.

As part of its Halfway to Halloween initiative, Shudder is organizing one-night-only screenings of M3GAN, along with Ma and Annabelle, featuring the use of Meta’s groundbreaking "Movie Mate" technology. This technology allows audience members to interact directly with M3GAN through a chatbot and offers second-screen capabilities to display exclusive content in real-time. This unique integration aims to enrich the cinematic experience by leveraging social media in a new and engaging way.

"Movie Mate is exclusively available to moviegoers who are in a theater, and it works by DM'ing the Instagram account @M3GAN to start the experience," Blumhouse explained, as reported by Variety. This feature is designed to enhance the 'second screen' viewing experience and build anticipation for the upcoming release of M3GAN 2.0 on June 27.

In addition to the interactive elements, fans can look forward to sneak peeks, exclusive recorded messages from the directors and talent behind the films, and surprise special appearances in select markets. While this approach is meant to generate excitement, it's also seen by some as a direct challenge to the traditional theatrical experience. Only time will tell how fans will respond to this novel approach, but there's hope that it won't become a standard for regular screenings.

The M3GAN screenings are scheduled to take place in various theaters across the nation on April 30, with Annabelle screenings following on May 7 and Ma on May 14. M3GAN 2.0 is set to hit theaters in the United States on June 27, promising more thrills and chills for horror enthusiasts.