Here are some examples of how you might use it:
* "I forgot to buy that whatcha ma callit... you know, the thing you use to open wine bottles?" (This is a more direct way of saying "I forgot to buy a corkscrew.")
* "I saw that whatcha ma callit movie last night, the one with the talking animals." (This means "I saw that animated movie last night.")
Essentially, "whatcha ma callit" is a filler phrase that helps you keep the conversation going while you try to remember the missing word.