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Blumhouse Productions, a prominent film studio renowned for its ability to terrify audiences with spine-chilling narratives, is pushing the boundaries of cinematic experiences with the introduction of cutting-edge technology. The studio has unveiled exciting plans for its upcoming second annual Halfway to Halloween Film Festival, aiming to enhance the way audiences engage with its popular films.

On Wednesday, Blumhouse announced that as part of this years festivities, it will screen its 2022 horror sensation, M3GAN, equipped with innovative technology developed by Meta. This technology will enable moviegoers to utilize their smartphones as a second screen during the screening, allowing for a more immersive viewing experience.

More specifically, this new technology, known as Movie Mate, will enable attendees of the special screening to interact with a dedicated M3GAN chatbot directly from their phones during the film. Viewers will receive exclusive content, including trivia and behind-the-scenes insights, all delivered in real-time as the movie unfolds on the big screen. This interactive layer aims to deepen engagement with the film and offer a unique experience that relays the film's themes and background in an innovative manner.

Omar Zayat, the group lead in entertainment, technology, travel & gaming, and automotive sectors at Meta, expressed enthusiasm about the initiative. He stated in a press release, The 'M3GAN' in-theatre Movie Mate is a first-to-market moviegoer experience. We are excited to introduce filmgoers to it through Instagram Direct and Click-to-Messenger Ads. This integration of social media with the theatrical experience is a significant step in how films can engage with audiences beyond the traditional screen.

The Halfway to Halloween Film Festival is slated to take place on three consecutive weeks, with each night dedicated to showcasing various Blumhouse hits. The festival will kick off with M3GAN on April 30, followed by screenings of other fan-favorite films such as Annabelle on May 7 and Ma on May 14. Notably, only the screening of M3GAN will feature the cutting-edge Movie Mate technology, strategically timed to build anticipation for the upcoming release of M3GAN 2.0, which is set to hit theaters on June 27.

This initiative stands as a testament to Blumhouses commitment to innovation in the horror genre, as well as Meta's advancements in interactive technology. With the film industry continuously evolving, the integration of interactive elements could redefine the way audiences experience films in theaters, leading to a more immersive and engaging environment.