Meta wants you to be on your phone ...

Horror entertainment specialist Blumhouse is running special screenings of its movie M3GAN where audiences will be encouraged to use their smartphones. Yes, flying in the face of all the warnings and announcements to not interrupt the experience for other viewers, Blumhouse is with Meta to deliver special content during screenings of M3GAN. During these , viewers can use Meta’s Movie Mate service to access second screen content, such as a chatbot version of the M3GAN doll, film trivia and behind-the-scenes details. Blumhouse movies Annabelle and Ma are also getting one-night engagements this spring, but those seem to be standard showings where people will get annoyed if you bust out your phone.

To take advantage of this tie-in, theater-goers start by sending a DM to the movie’s Instagram account. It will also only work for people inside participating theaters, meaning Instagram will likely require access to viewers’ location data.

“The M3GAN in-theater Movie Mate is a first-to-market moviegoer experience,” said Omar Zayat, group lead entertainment, tech, travel, gaming and auto at Meta. “We are happy to introduce filmgoers to it by way of Instagram Direct and Click-to-Messenger Ads. We are thrilled to be working with Universal Pictures and Blumhouse to deliver rich experiences designed to get audiences back into theaters.”

Buried in all that corporate jargon is an acknowledgement that movie theaters were hit hard by the COVID-19 pandemic. Possibly in an effort to encourage more business, there has been a wave of cinemas allowing or encouraging activities that would normally get you booted from the theater. AMC started hosting special of Wicked because some audience members apparently couldn’t stop themselves from doing their best Cynthia Erivo and Ariana Grande impressions. A Minecraft Movie has also seen disruptive behavior, thanks to fan reactions and the filming of fan reactions hoping to go viral.