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In the run-up to M3GAN 2.0 coming out in June, Blumhouse is bringing the first installment back to theaters with a twist — a second-screen experience provided by Meta that allows audiences to interact with the killer doll during the movie.
The Big Picture: Blumhouse has never been shy about experimenting with technology, such as partnering with Meta on using AI to make a slate of short films. As studios and exhibitors think about ways of turning young audiences into frequent moviegoers, Blumhouse’s second-screen test could end up being one tool in the arsenal… if people like it.
Behind the Screens: Blumhouse’s “Halfway to Halloween” screening series is getting an upgrade.
- On April 30th, audiences can see M3GAN on the big screen while also using their phones to access Meta’s “Movie Mate” tech.
- The platform lets audiences access exclusive trivia and BTS content in real time only while they’re sitting in the theater.
- Moviegoers can also communicate with a M3GAN doll via Instagram DM, which we can safely assume will be super sassy.
Closing Credits: Post-mortems out of CinemaCon — a gathering of studios to show exhibitors their upcoming theatrical slates — have been openly existential about the moviegoing business post-pandemic. While many forms of IRL entertainment have bounced back, heading out to see movies on the big screen is still well below 2019 levels. That narrative was quickly upended by the immense success of A Minecraft Movie, which has drawn such raucous screenings with teenagers that police have been called (this “chicken jockey” stuff is wild).
But maybe the answer to reaching new audiences is setting aside some screening rooms that allow for atypical moviegoing etiquette, such as viral challenges and second-screen experiences.
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