Alamo Drafthouse Rejects Meta's Second-Screen Technology 41
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.
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... (Score:4, Interesting)
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... (Score:4, Insightful)
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.
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Considering that Blumhouse does everything on a rather slim budget (by Hollywood standards anyway), I'm sure they're fine with the cross-promotion.
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Exactly, Blumhouse can use the money from this to fund another 12-15 films the way they budget.
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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?
The movie company got your money at the ticket booth (and Meta's during negotiations?) ...
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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..."
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The movie company got your money at the ticket booth (and Meta's during negotiations?) ...
...but they didn't get your identity, behavior, and other data tied to the PII of the personal mobile Internet endpoint you'll be using during the film.
Identity is money.
Engagement is money.
Data is money.
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I got that, but good things to point out anyway. What I meant is that the movie company doesn't care if you watch the film after they have your money. To your point, though, getting even more info/money from this would be a bonus ...
Re: Good, but... (Score:5, Informative)
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.
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Re:Good, but... (Score:4, Insightful)
If a film needs you to experience "sneak peeks, exclusive recorded messages from directors and talent" while watching it for the first time all the time being constantly distracted by others also doing the same then it can't be much of a film. While some people might like having the 'DVD extras' they shouldn't be required to enjoy the film.
In any case its clearly just consumer tracking marketing BS that people are falling for so this is one film I don't think I'll bother going to see.
Also I wouldn't be surprised that in accessing the message bot you are signing over your first born child to eternal servitude in some hidden contract term.
Interactive Movie Torture .. (Score:3)
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.
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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.
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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.
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Rocky Horror Picture Show screenings are a social experience where the audience participates in shenanigans together while watching the film. This setup sounds like the best way to not only prevent any social interaction, which is questionable for a normal film viewing anyway, but specifically designed to distract you from watching the film at all. It's an anti-social experience, enhanced with extra anti-social sprinkles on top, promoted by the king of anti-social behavior masquerading as a "social" network
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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?
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Alamo has the only remaining theaters worth a damn (Score:3)
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.
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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 (Score:2)
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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
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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 front of me. If I want to hear that shit I'll go to a Starbucks.
Alamo and other theatres already host designated quote-along and sing-along showings of cult classics and musicals, as well as weekday Mommy Matinees where it's okay to bring infants and toddlers who may cry and babble.
As long as this phone-PII-harvesting fadvertisement format is clearly identified in the schedule, why is that a problem?
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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
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So uhh... (Score:2)
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I would place a bet that they already do.
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Once you sign up for this junk I can guarantee that they will take it as permission to spam you with messages and track your activity forever more.
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How long before they start cramming ads into that shit?
I would guess the entire "experience" is ad infested. If they're throwing previews in there, that's just a side-word for ad right there.
I dont care what you do at home (Score:3)
Let me get this straight... (Score:1)
Oh noes.
Wait till they get a load of "Rocky Horror P.S" (Score:2)
Maybe its only a handful of theatres remaining, but if they think a few phones added to the "experience" they are going to love what happens when folks go to watch "Rocky Horror Picture Show" - and I'm not even talking about the trans and woke themes that are even more fun today for riling up the antiwoke.
Phones? Pshaw,...... how bout "A toast!"
Catering to the extinct attention span. (Score:2)
The inability to focus for 90 minutes is helping to kill the movie experience. It's the same reason you almost need to have the hook of a song at the beginning. Having an artistic thought that needs careful build during conveyance is going out of style. Entertainment is starting to resemble stick gum... a flash and it's gone.
I hate it. Make it go away.
Nope. Please, no! (Score:1)