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.

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