Top horror studio Blumhouse is celebrating its 15th anniversary by re-releasing the 2022 hit film M3GAN in theaters, ahead of the sequel's premiere. This limited theatrical run is part of a unique initiative that introduces new, yet controversial features encouraging smartphone use during screenings.

As part of the Halfway to Halloween initiative, Shudder will host one-night-only screenings of M3GAN, along with Ma and Annabelle, featuring Meta's innovative "Movie Mate" technology. This technology enables audience members to engage directly with M3GAN through a chatbot and access exclusive content in real-time on a second screen.

To participate, moviegoers need to be in a theater and can start the "Movie Mate" experience by sending a direct message to the Instagram account @M3GAN. Blumhouse aims to enhance the second screen viewing experience, building anticipation for the upcoming release of M3GAN 2.0 on June 27.

The screenings promise sneak peeks, exclusive messages from the films' directors and talent, and surprise guest appearances in select locations. While this approach may challenge the traditional theatrical experience, its impact on audience engagement remains to be seen. Hopefully, this trend won't extend to 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 will hit U.S. theaters on June 27.