Blumhouse Partners with Meta for Special Screenings of M3GAN
Horror entertainment specialist Blumhouse is breaking the mold by encouraging audiences to use their smartphones during special screenings of its movie M3GAN. In collaboration with Meta, Blumhouse is delivering unique second screen content to enhance the viewing experience. Moviegoers attending these screenings can access Meta’s Movie Mate service to engage with features like a chatbot version of the M3GAN doll, film trivia, and behind-the-scenes details. While other Blumhouse movies like Annabelle and Ma are also hitting the big screen this spring, these particular screenings are more traditional, where distractions like smartphone use are frowned upon.
To participate in this innovative experience, theater-goers simply need to send a direct message to the movie’s Instagram account. However, this feature is limited to viewers inside participating theaters, as Instagram may require access to location data for verification purposes.
Omar Zayat, the group lead for entertainment, tech, travel, gaming, and auto at Meta, expressed excitement about the M3GAN in-theater Movie Mate experience. By utilizing Instagram Direct and Click-to-Messenger Ads, Meta aims to engage film enthusiasts and collaborate with Universal Pictures and Blumhouse to drive audiences back to cinemas.
The Impact of the COVID-19 Pandemic on Movie Theaters
Acknowledging the challenges faced by movie theaters during the COVID-19 pandemic, there has been a shift in the industry towards innovative approaches to attract audiences back to the big screen. In an effort to revitalize business, some cinemas have begun embracing activities that were once discouraged. For instance, AMC launched special screenings of Wicked to cater to audience members who couldn’t resist belting out their favorite tunes from the musical. Similarly, A Minecraft Movie screenings have seen disruptive behavior, including fan reactions and the filming of these reactions in hopes of going viral.
Looking Ahead
As the entertainment industry evolves and adapts to changing consumer behaviors, partnerships like the one between Blumhouse and Meta signal a new era of interactive movie experiences. By leveraging technology and social media platforms, filmmakers and studios are exploring innovative ways to engage audiences and reignite interest in traditional cinematic experiences.
This article was originally published on Engadget and highlights the evolving landscape of movie theaters and the creative strategies being implemented to bring audiences back to the silver screen.
FUENTE