Meta and Blumhouse Encourage Phone Use in Theaters for M3GAN Screenings

Blumhouse and Meta are teaming up to encourage smartphone use during special screenings of M3GAN, offering second screen content like a chatbot version of the doll and film trivia.

Blumhouse, the genius behind some of the most spine-chilling horror flicks, is shaking things up by teaming with Meta to actually encourage smartphone use during special M3GAN screenings. Yeah, you heard that right. Dubbed Movie Mate, this wild idea lets fans dive into exclusive goodies like a chatbot version of M3GAN herself, juicy trivia, and behind-the-scenes scoops. It’s a gamble, sure, but hey, since when has Blumhouse played it safe? These one-night-only events require a quick DM to the film’s Instagram account to join in—just try not to feel too guilty about the side-eye from the no-phone brigade.

Omar Zayat from Meta couldn’t stop gushing about this ‘first-of-its-kind movie experience,’ name-dropping Instagram Direct and Click-to-Messenger Ads as the secret sauce to drag people back to theaters. It’s no secret the industry’s been on the ropes post-pandemic, and now theaters are flipping the script on old-school etiquette. From belting out tunes at Wicked showings to the absolute madness of A Minecraft Movie screenings, the rulebook’s out the window. Is this the future of interactive cinema or just a flash in the pan? Only time will tell.