Alamo Drafthouse Rejects Meta's Second-Screen Technology

Alamo Drafthouse will not implement Meta's new Movie Mate technology during the April 30 nationwide rerelease of Blumhouse's "M3GAN," Variety reports. The specialty theater chain confirmed it will maintain its strict no-phones policy despite Universal's promotion of the second-screen experience, with staff instructed to remove patrons attempting to access the feature during screenings.

Movie Mate represents Meta's first integration of its interactive movie technology, which operates via Instagram direct messaging. Users message the film's official account to activate a chatbot delivering "sneak peeks, exclusive recorded messages from directors and talent" synchronized with the screening. The "M3GAN" event serves as Meta's technological debut ahead of potential wider theatrical implementation.

Good, but...

[Local ID10T]

Good that they will continue to enforce their "no phones" policy, but...

Why host a showing of a film designed to be watched in a way that you are not going to support? Just don't show the film.

It comes across as a publicity stunt. Insincere.

Re:Good, but...

[jacks smirking reven]

My question is really if the director had this in mind like Cameron had 3D while making Avatar and it was baked into the actual experience by the artists or or if the whole "second screen" thing is the actual stunt put together by the studio execs and Meta, that's the difference maker. I think it's probably the latter.

Re:

[Powercntrl]

Considering that Blumhouse does everything on a rather slim budget (by Hollywood standards anyway), I'm sure they're fine with the cross-promotion.

Re:

[jacks smirking reven]

Exactly, Blumhouse can use the money from this to fund another 12-15 films the way they budget.

Re:

[fahrbot-bot]

My question is really if the director had this in mind ... and it was baked into the actual experience by the artists ...

What director wouldn't want people texting on their phones instead of actually watching the movie?

... or if the whole "second screen" thing is the actual stunt put together by the studio execs and Meta, that's the difference maker. I think it's probably the latter.

The movie company got your money at the ticket booth (and Meta's during negotiations?) ...

Re:

[jacks smirking reven]

I'm not saying it's a good idea but if it was the artistic intent then play it as intended, otherwise don't worry about it. It would be like a very stupid version of when directors have instructions for the projectionists.

This is part of marketing budget obviously, somebody in ad agency said "hey, those fucking kids can't not look at their phones..."

Re: Good, but...

[Ghostworks]

The movie is the same movie as ever. The only difference is now Meta encourages you to text a chatbot on your phone while you watch. It is truly useless.

Re:

[Moryath]

Zuckerberg can go Fuckerberg his Nazi Shitass Self.

Interactive Movie Torture ..

[Mirnotoriety]

‘Movie Mate .. a chatbot delivering "sneak peeks, exclusive recorded messages from directors and talent" synchronized with the screening.’

For the generation with the attention span of a goldfish. Who wouldn't want to sit in a theatre while all those round are medding with their phones.

Re:

[Powercntrl]

Who wouldn't want to sit in a theatre while all those round are medding with their phones.

People go to see Rocky Horror Picture Show just to screw around throughout the entire film, because the audience participation has become part of the experience.

I totally agree that it's rude to futz with your phone while other people have spent good money to experience a film for the first time, but when we're talking about a flick that's been available on streaming for a little over two years, you've had ample opportunity to see it without distractions.

Re:

[fahrbot-bot]

People go to see Rocky Horror Picture Show just to screw around throughout the entire film, because the audience participation has become part of the experience.

I must have seen about 20 late or midnight showings when I was (much) younger; it was fun every time.

Re:

[Moryath]

But if you go to a midnight showing of RHPS, you KNOW what you are getting into. And that you'll get your head smacked if you fuck up the script.

Re:

[MachineShedFred]

Also, I don't even watch that bullshit when it's included on the DVD or BluRay or whatever. Why the fuck do I want that experience in the theater?

Who asked for this?

Alamo has the only remaining theaters worth a damn

[Austerity Empowers]

I haven't been to a theater since 2018, but even then, Alamo was the only one worth being at. If directors are serious in their belief that movie theaters are worth saving, they need to stop encouraging the things that make them miserable.

Re:

[Xenx]

If directors are serious in their belief that movie theaters are worth saving, they need to stop encouraging the things that make them miserable.

Just because something isn't a good idea to/for me, or those that think like me, doesn't mean it's a bad idea. I don't think the movie theater is the right environment for that kind of audience interactivity. However, there are likely a lot of people that wouldn't mind it. If this gets those people to go to the theater, it's a win for them. I would lament not being the target audience, but I cannot win them all.

Re: Alamo has the only remaining theaters worth a

[paul_engr]

Except the enshittification harms the rest of us in the sense that they're actively encouraging one of the most obnoxious behaviors that RUINS the existing theater experience...

Re:

[Xenx]

What one person finds annoying, another will find enjoyable. It's not our place to make that determination for them. If enough people like/want this new experience that is fine. I would just hope that there is enough of an audience to drive theaters to accommodate both audiences.

Re:

[MachineShedFred]

When your enjoyment of something crosses the line into making that same thing unenjoyable for others - specifically, notification sounds from your phone and the screen glare of you pulling it out to see the dumbassery that Meta is sending you "synchronized" with the movie, that's a problem.

And now when 1/3 of the theater gets those notifications? Fuck that literal noise.

I went to the theater to see a movie, not to hear a cacophony of notification sounds followed by white rectangles visible in every row in

Re:

[Xenx]

You're not following my point. If 5 people want the cell experience, and 3 people don't, which experience should they be offering?

Re:

[maadmole]

This is asymmetric assholery: the blast radius of a cell phone extends several rows behind the offender. The annoyers always sit near those they are annoying and could not care less. I still go to movies and am usually one of maybe 6 people in the auditorium. There will be one fewer if this catches on

Re:

[Xenx]

For my own experience, I don't disagree. My sole point is that it all comes down to numbers. Streaming and cell phones being ubiquitous changes expectations in the younger generation. I'm not saying the youth would actually relish a more interactive cell phone experience at the theater. I'm only saying that if they did, and it resulted in larger audiences, then they would be the target audience.

So uhh...

[paul_engr]

They're gonna do preview type shit during the movie on your phone. I use my phone to ignore preview shit. Sounds like a great business plan!!

Re:

[Megane]

How long before they start cramming ads into that shit?

Re:

[Malenfrant]

I would place a bet that they already do.

I dont care what you do at home

[Slashythenkilly]

If i im going to watch a movie at a theatre being distracted by the lights and sounds of hundreds of cellphones is bullshit, same as listening to screaming babies/rude kids or adults at a restaurant, pharmacy, plane etc. People simply dont know how to behave in public anymore as it is and now we have companies encouraging it.