In its latest movie marketing campaign, Paramount Pictures has launched an interactive preview for the horror sequel “Smile 2.” The studio is promoting the film by showing viewers the first seven minutes online. However, there’s a catch – viewers must wear a smile that is detected by their webcam or the footage will stop.
The webpage verifies a user’s age before asking to access their camera. It then monitors the viewer’s facial expression. If the person doesn’t maintain at least a subtle smile, the video will pause and display a message telling them to “Keep Smiling.” Viewers can see their own face in a small window that turns green when smiling and red if the smile drops.
This unusual promotion method creates an unsettling experience that mirrors themes in the movie. Industry observers note that keeping up an unnecessary smile for seven minutes can feel quite creepy. The strategy also gets people involved in their own discomfort, making the trailer more memorable.
The sequel is meant to expand on its predecessor’s themes of celebrity struggles and supernatural horror. It tells the story of a singer dealing with fame and personal issues who becomes haunted. Early reviews praised the film for exploring deeper topics alongside its scare-focused plot.
This campaign shows how movie marketing continuously adapts to new technologies. Interactive elements and viral potential are crucial for building buzz online. The horror genre often turns viewer apprehension into a selling point by engaging audiences more directly.
By October 18, just two weeks after release, “Smile 2” had already grossed over $100 million worldwide. Its predecessor surprised the industry with $217.4 million in global earnings despite plans for streaming release. This sequel continues building the franchise’s unexpected success with an attention-grabbing promotional technique.
