Meta wants you to be on your phone during special showings of M3GAN

Engadget - Apr 9th, 2025

Blumhouse, known for horror films, is hosting special screenings of its movie M3GAN where audience members are encouraged to use their smartphones. Partnering with Meta, these screenings will feature a unique interactive experience through Meta's Movie Mate service. Attendees can engage with second-screen content like a chatbot version of the M3GAN doll, film trivia, and behind-the-scenes details by sending a DM to the movie's Instagram account. This initiative is part of a one-night event and requires audience members to be inside participating theaters, suggesting that Instagram will access users' location data. Omar Zayat from Meta emphasized this as a first-to-market experience, aiming to enrich in-theater engagement and attract viewers back to cinemas.

This move comes as the film industry seeks to recover from the COVID-19 pandemic's impact, which drastically reduced theater attendance. Cinemas have been exploring various strategies to lure audiences back, including allowing or encouraging activities traditionally deemed disruptive. For instance, AMC has offered sing-along sessions for musicals, and other movies like the Minecraft Movie have seen increased interactive audience behavior. The collaboration between Blumhouse and Meta highlights a trend where technology and social media are used to enhance cinematic experiences, potentially reshaping how audiences engage with films in theaters.

Meta Universal Pictures Covid 19 Pandemic Blumhouse M3 Gan Interactive Movie Experience Movie Theaters Omar Zayat Social Media Integration Movie Mate

Story submitted by Fairstory

RATING

6.8

Fair Story

Consider it well-founded

The article provides an intriguing look at an innovative partnership between Blumhouse and Meta, aimed at enhancing the movie-going experience through smartphone integration. It accurately presents the core concept and context, with a clear and engaging narrative. However, the lack of diverse sources and detailed transparency about data use limits its depth and raises questions about privacy implications. While the story is timely and relevant to ongoing discussions in the entertainment industry, it could benefit from a broader range of perspectives and more thorough sourcing. Overall, the article succeeds in capturing reader interest and sparking discussion, though it leaves some important questions unanswered.

Accuracy

The story accurately reports the partnership between Blumhouse and Meta to offer special screenings of *M3GAN* where smartphone use is encouraged. It details the use of Meta's Movie Mate service, which includes interactive features like a chatbot and film trivia. The claim about the service being accessible via Instagram and requiring location data is plausible but would benefit from direct confirmation from official sources. The article correctly contextualizes the initiative as a response to decreased theater attendance post-COVID-19, aligning with broader industry trends. However, specific details, such as a list of participating theaters or precise data on the effectiveness of these screenings in boosting attendance, are not provided, leaving some factual gaps.

Balance

The article primarily presents the perspective of the companies involved, focusing on the innovative aspects of the screening experience. While it mentions the broader context of declining theater attendance, it lacks viewpoints from other stakeholders, such as cinema-goers or industry analysts, who might provide a more critical view of the initiative. The narrative leans towards highlighting the novelty and potential benefits of the partnership without discussing possible downsides, such as privacy concerns or how this might affect traditional cinema etiquette.

Clarity

The article is written in a clear and engaging manner, with a logical flow that guides the reader through the main points effectively. The language is accessible, and the tone is conversational, making it easy to understand. However, the use of corporate jargon in quoted material might detract slightly from overall clarity for some readers. Despite this, the article succeeds in conveying the novelty and context of the initiative without overwhelming the reader with technical details.

Source quality

The article does not cite any specific sources or provide direct quotes from involved parties, except for a statement from Omar Zayat at Meta. Without additional sources or direct statements from Blumhouse or theater operators, the reliability of the claims is somewhat diminished. The lack of diverse sources or expert opinions limits the depth and authority of the reporting, making it reliant on the credibility of the single quoted individual.

Transparency

The article lacks transparency in terms of methodology and sourcing. It does not disclose how the information was obtained, nor does it mention any potential conflicts of interest. The absence of clear attribution for most claims makes it difficult for readers to assess the basis of the information. Additionally, there is no discussion of how location data will be handled, which is a significant aspect given the privacy implications.