Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary with a bang, bringing back the 2022 blockbuster hit, M3GAN, to theaters. This move comes just ahead of the much-anticipated release of its sequel. What makes this limited theatrical re-release particularly noteworthy is the introduction of innovative, yet controversial, features that encourage smartphone use during the screenings.

As part of their Halfway to Halloween initiative, Shudder is set to screen M3GAN, along with Ma and Annabelle, in one-night-only events that leverage Meta's "Movie Mate" technology. This technology allows audience members to interact directly with M3GAN through a chatbot and access exclusive content on their smartphones in real-time, enhancing the second screen experience.

"Movie Mate is exclusively available to those in the theater and can be accessed by DM'ing the Instagram account @M3GAN to initiate the experience," Blumhouse clarified in a statement to Variety. The studio aims to use Meta's capabilities to not only augment the second screen viewing experience but also to heighten excitement in anticipation of 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 cast, and surprise appearances in select markets. While this approach might be seen as a direct hit to the traditional theatrical experience, its impact on fans remains to be seen. Hopefully, this trend won't extend to regular screenings anytime soon.

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