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Alamo Drafthouse Rejects Meta's Interactive Tech for 'M3GAN' Rerelease

The theater chain upholds its no-phone policy as Blumhouse's 'Halfway to Halloween' campaign integrates Meta's Movie Mate technology elsewhere.

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© Universal Pictures

Overview

  • Alamo Drafthouse will not allow Meta's Movie Mate second-screen feature during its April 30 screenings of Blumhouse's 'M3GAN' rerelease, adhering to its strict no-phone policy.
  • Meta's Movie Mate technology offers interactive features like sneak peeks and exclusive messages during screenings, but conflicts with traditional moviegoing values upheld by Alamo Drafthouse.
  • The M3GAN rerelease is part of Blumhouse's 'Halfway to Halloween' campaign, which also includes one-night-only screenings of 'Annabelle' and 'Ma,' though only 'M3GAN' features Movie Mate integration.
  • Blumhouse and Universal Pictures are using the rerelease to build anticipation for the sequel, 'M3GAN 2.0,' slated for a June 27 release.
  • Alamo Drafthouse recently resolved a 58-day labor strike at its New York locations, reinstating laid-off employees and ending a boycott of its theaters.