Smile 2: The horror film gets another crazy marketing campaign

Like when the first opus was released, Smile 2 is offering a totally crazy marketing campaign. Actors are hired to interfere in cultural events, and display their most creepy smiles. Already with the first part, Paramount had gone all out. And the studio has just done it again!

Smile 2: big anticipation for horror fans

Released in 2022, Smile was a bit of a surprise in the horror world of contemporary cinema. Directed by Parker Finn, the feature film has created a certain craze around its concept of anticipation. In Smile, a demon passes from victim to victim through a smile. A disturbing, inappropriate, terrifying smile. When you come across this smile, you don't have much time left to live.

Even though Smile received mixed reviews, viewers were rather won over by the approach of this film, which was ultimately quite scary. With more than $217 million in box office revenue, these figures prompted Paramount to greenlight a Smile 2. Parker Finn is back behind the camera, for a release on October 16.

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A totally crazy promotion

Already, at the time of the release of the first part, Paramount had gone all out to promote the film. The studio had hired actors to appear everywhere, sporting their most terrifying smiles. We could see them on TV shows, in the street, on surveillance cameras. So much so that it was really scary. With Smile 2, Paramount used the same method.

Wednesday was the 2024 MTV Video Music Awards, a ceremony created in 1984 by MTV that rewards the best music videos in various genres of music. And during the performance of LL Cool J, the cameraman stopped on the crowd. In the middle of the people who seemed to be enjoying themselves, the viewers saw a woman, very disturbing, who stared at the lens with a chilling smile. It was obviously an actress hired to promote Smile 2.

Paramount's idea to launch its marketing campaign for Smile 2 at the MTV Awards is a great one. Indeed, the story of Smile 2 focuses on a pop star played by Naomi Scott who is about to go on a world tour. And besides, MTV belongs to Paramount, which may explain this marketing genius.

This is the first public marketing event for Smile 2. But we advise you to keep your eyes open because it probably won't be the last…

lol Smile 2 promo at the #VMAs pic.twitter.com/pFZW24JrTG

September 12, 2024