Top horror studio Blumhouse is set to celebrate its 15th anniversary with a bang, bringing the 2022 hit film M3GAN back to theaters in a limited engagement ahead of the sequel's release. This re-release, however, comes with a twist that's stirring up quite the controversy: it encourages the use of smartphones in theaters.

As part of the Halfway to Halloween initiative, Shudder is hosting one-night-only screenings of M3GAN, along with Ma and Annabelle. These screenings will feature Meta's innovative "Movie Mate" technology, which allows audience members to interact with M3GAN through a chatbot and access exclusive content in real-time on their second screens.

"Movie Mate is only available to moviegoers who are in a theater, and works by DM'ing the Instagram account @M3GAN to start the experience," Blumhouse explained, as reported by Variety. The technology aims to enhance the 'second screen' viewing experience, building excitement for the upcoming release of M3GAN 2.0 on June 27.

Fans 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 leverage Meta's capabilities to enrich the viewing experience, it raises concerns about its impact on the traditional theatrical experience. Only time will tell how audiences respond to this unique blend of technology and cinema.

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 will hit theaters in the United States on June 27.