Text with M3GAN and clock in at the Severance office — immersive experiences are changing how we watch

The highly anticipated return of the killer AI doll, M3GAN, to theatres has sparked quite the buzz among fans. This time around, viewers will have the unique opportunity to interact with a chatbot version of the character during screenings, thanks to Meta’s Movie Mate technology. While some are excited about this innovative way of engaging with the film, others are concerned about the potential impact on theatre etiquette.

The original M3GAN film gained popularity in 2022, with its killer dance moves captivating audiences and contributing to its box-office success. Now, as the sequel, M3GAN 2.0, is set to hit theatres on June 27, the re-release of the first film on April 30 as part of Blumhouse Productions’ Halfway to Halloween festival is generating excitement. Viewers attending these screenings will be able to access exclusive content, trivia, and behind-the-scenes info by sending a direct message to the M3GAN chatbot on Instagram.

Kristen Duke, an assistant professor of marketing at the University of Toronto, believes that the one-night-only event and the use of chatbot technology create a sense of scarcity and value, enhancing the overall experience for viewers. She also notes that this interactive feature may appeal to Gen Z consumers who are accustomed to using their phones as a second screen.

However, there are concerns that this new form of audience participation could detract from the viewing experience. Duke points out that interacting with the chatbot during the film may cause viewers to miss important details and disrupt the narrative flow. Film and pop culture critic Kristen Maldonado also raises the issue of using phones in a dark theatre, which could be distracting and disrespectful to other audience members.

While the M3GAN chatbot has received mixed reactions, some theatres, like Alamo Drafthouse, have decided to maintain their strict no-phones policy during screenings. This decision reflects the ongoing debate over the balance between technology and traditional theatre etiquette.

In contrast to the M3GAN chatbot experience, shows like Severance have taken a different approach to fan engagement by offering immersive events that bring fictional worlds to life. Apple TV+ successfully recreated the Macrodata Refinement department from Severance at Grand Central Station, providing fans with a unique and interactive experience.

One superfan of Severance, Cris Bartoletti, had the opportunity to participate in an immersive event for the show, where she was able to live in the world of Lumon Industries for a day. The attention to detail and authenticity of the event left a lasting impression on Bartoletti, highlighting the power of organic fan engagement.

Ultimately, the debate over the use of technology in theatres and the effectiveness of interactive experiences in engaging audiences continues to evolve. While some viewers may enjoy the opportunity to interact with characters like M3GAN through chatbots, others may prefer more immersive and authentic experiences like the ones offered by shows like Severance. As the entertainment industry continues to innovate, finding the right balance between technology and traditional storytelling will be crucial in maintaining audience engagement and satisfaction.