Top horror studio Blumhouse is celebrating its 15th anniversary by bringing the 2022 hit film M3GAN back to theaters. This move is timed perfectly ahead of the sequel's release and includes a unique twist that has sparked some controversy: the integration of smartphone usage during the screenings.

As part of their Halfway to Halloween initiative, Shudder is organizing one-night-only screenings of M3GAN, along with Ma and Annabelle, featuring Meta's innovative "Movie Mate" technology. This technology allows audience members to engage directly 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. The aim is to enhance the 'second screen' viewing experience, building excitement for the upcoming release of M3GAN 2.0 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 approach is designed to boost engagement, it raises concerns about further eroding the traditional theatrical experience. Only time will tell how audiences will respond to this novel approach, but it's hoped that it won't become a standard for regular screenings.

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 set to premiere in the United States on June 27.