Four Reasons why ‘M3GAN 2.0’ Bombed

You couldn’t blame Blumhouse for serving up a second “M3GAN” movie.

The 2023 original (released in limited theaters at the very end of 2022) cost a pittance by modern standards – $12 million.

The horror-comedy went on to earn $180 million globally. That kind of ROI demands a sequel, especially for a savvy studio like Blumhouse.

It’s just math.

The original team returned for “M3GAN 2.0,” including writer/director Gerard Johnstone (“Housebound“) and stars Allison Williams, Violet McGraw and Jenna Davis as the title character’s voice.

What happened next? “M3GAN 2.0” bombed in its opening frame, earning roughly $10.4 million. For comparison’s sake, the original nabbed $30 million stateside in its opening weekend.

That’s a hearty number for most horror films, but even better for an original title.

Here are four reasons for the film’s shabby debut.

A.I. Is Too Scary Today

Two years isn’t a very long time, but in A.I. terms it’s a lifetime. The technology has improved dramatically since “M3GAN” reached theaters, and we’re just beginning to grasp its ramifications. Entire industries will be impacted by A.I., from Hollywood to publishing.

Jobs will be lost. Lives will be dramatically impacted, even if society doesn’t go the full “Terminator” saga.

What seemed cute and innovative in 2023 is unsettling today. Horror is a great way to process those fears, but it’s often best when handled in a subtle fashion. Consider how 1968’s “Night of the Living Dead” spoke to the era’s racism in its haunting finale.

“M3GAN” dares you to consider A.I. and all its cultural implications, full stop. It’s the opposite of escapist fare.

Pride Marketing Hurt More Than It Helped

Did you know “M3GAN” became part of the LGBTQ+ movement, like the “It” franchise before it? Yes, it’s true. The sequel leaned into that cultural messaging. 

Hard.

Fictional Killer Robot M3GAN Declares “Being a Gay Icon is My Default Setting” to Out Magazine as M3GAN 2.0 Releaseshttps://t.co/vbAyKTyfVO

— That Park Place (@TPPNewsNetwork) June 28, 2025

How ‘M3GAN 2.0’ Doubled Down on its Very Gay, Very Online Fanbase https://t.co/4Ge9l69zLB

— The Hollywood Reporter (@THR) June 13, 2025

That niche marketing backfired, apparently. Mainstream audiences may be exhausted by woke messaging, or they saw “M3GAN’ as a horror-comedy first and felt like the sequel might be an extended lecture.

That isn’t the case, but appearances matter in marketing.

Horror, What Horror?

The sequel betrayed the original in more ways than one. The new film casts M3GAN as an antihero, much like “Terminator’s” villain became Sarah Connor’s protector in that saga’s second installment.

That isn’t the only change seen in the new movie.

The original’s horror bona fides were clear for all to see. “M3GAN 2.0” is a sci-fi action movie, period. There’s little in the way of jump scares or other horror elements within.

Some Gimmicks Have an Expiration Date

The “Ghostbusters” sequels have had mixed success, at best. None have rivaled the original’s sense of whimsy.

Why?

You can’t recreate Bill Murray in his prime or the sci-fi comedy elixir director Ivan Reitman uncorked in the 1984 original. Hollywood has tried four times, and we’ve yet to see a superior product.

The less said about “Lady Ghostbusters,” the better.

The same holds for “M3GAN.” The original film’s gimmick doesn’t have legs. Sure, M3GAN can cut up a rug thanks to FX puppetry, but the killer bot premise has a short shelf life.

Ironically, the “Child’s Play” franchise leaned into a similar twist – an old-school killer doll – but intrigued audiences for decades. It, too, has a coal black sense of humor but yielded endless sequels and even a TV series.

The shocking box office numbers for “M3GAN” mean this franchise, set to expand with “SOULM8TE” come January, will likely be short-lived.