Meta, Blumhouse embrace second screen movie experience with ‘M3GAN’

• Blumhouse Productions and Meta are introducing a second screen movie experience during a special April 30 screening of “M3GAN,” allowing viewers to chat with a themed chatbot and access behind-the-scenes content in real time. This marks the debut of Meta’s Movie Mate technology.
• The initiative is part of a broader effort by studios like Meta and Netflix to integrate interactive features with traditional media, aiming to attract tech-savvy audiences and rethink how storytelling is experienced.
• The concept has sparked mixed reactions, with some fans intrigued by the innovation and others criticizing the potential distractions it introduces to moviegoing.

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Have you ever found yourself watching a movie while scrolling on your phone? Studios are starting to embrace that behavior.

Blumhouse Productions and Meta are teaming up to introduce a new kind of second screen movie experience. According to Variety, the debut will take place during a one-night-only screening of “M3GAN” as part of Blumhouse’s “Halfway to Halloween” celebration.

A horror rerelease with a tech twist

The studio, known for horror hits like “Annabelle” and “Ma,” is marking its 15th anniversary by bringing several of its films back to theaters. On April 30, “M3GAN,” “Annabelle,” and “Ma” will return for special screenings across the U.S.

But this event comes with a tech twist.

For the first time, Meta will launch its Movie Mate technology during the “M3GAN” screening. The second screen movie experience will allow viewers to use their phones to chat with a themed chatbot version of the M3GAN doll.

In addition, fans will be able to access behind-the-scenes trivia, production facts, and more in real time—all while watching the movie in theaters.

Meta aims to make movies more interactive

According to Variety, “The entire experience is designed to leverage Meta’s capabilities to augment and uplevel the second screen viewing experience aimed at generating excitement ahead of the release of ‘M3GAN 2.0’ on June 27.”

The second screen movie experience is just one of several experiments by studios to blend traditional media with interactive features. Meta and Blumhouse hope the feature will help attract younger audiences and tech-savvy horror fans.

Mixed reactions from moviegoers

The partnership has already stirred conversation online. Some fans are intrigued, while others are not as impressed.

One user wrote, “This is nightmare fuel. Nobody over the age of twenty wants this.” Another said, “Allowing a bunch of morons to use their phone during screenings is sure to stop movie theaters from dying out. They found a way to make going to a theater even less appealing.”

Netflix is exploring second screen experiences too

Even so, the push for a second screen movie experience isn’t limited to theatrical releases.

Netflix is also leaning into second screen experiences. In a December 2024 Fortune interview, the company’s new chief product officer, Eunice Kim, outlined a focus on evolving how people engage with content.

Ideas include notifications that explain major plot twists after they air or letting viewers vote in competition shows through their phones while watching live. These updates show how streaming platforms are rethinking storytelling for a mobile-first audience.

The future of moviegoing might be on your phone

Meta, however, says the goal is to bring people back to theaters—not distract them.

The Halfway to Halloween screenings take place nationwide on April 30. Whether audiences love or hate the second screen movie experience, the future of moviegoing is evolving—one tap at a time.