As a hardcore gamer and horror movie enthusiast who’s been through countless sleepless nights thanks to my unhealthy obsession with these genres, I must say that the marketing strategy for “Smile 2” is nothing short of genius! The idea of subtly incorporating the unsettling imagery from the film into a major music awards show like the VMAs not only creates an eerie connection but also perfectly aligns with the plot of the movie.
On October 18th, “Smile 2” hits theaters and it seems that the promotional efforts for this horror sequel may have started in an exceptionally fitting manner: at the MTV Video Music Awards (VMAs). Last Wednesday, the 2024 VMA ceremony took place, and viewers tuning in from home couldn’t help but notice something a bit odd – and downright spooky – during the show. At one point during LL Cool J’s performance, as the camera panned through the cheering crowd, a woman was spotted standing motionless amidst the audience with an extremely eerie and unsettling smile on her face, reminiscent of the chilling smiles seen in trailers for “Smile 2”. You can watch the moment yourself, shared by a fan on social media, below.
lol Smile 2 promo at the #VMAs
— Adam Graham (@grahamorama) September 12, 2024
It’s quite fitting that the launch of Smile 2‘s viral marketing happens at the VMAs, given the movie’s narrative. In Smile 2, pop sensation Skye Riley (played by Naomi Scott) prepares for a global tour, but is haunted by inexplicable and ever-intensifying terrors. Overwhelmed by these horrors and the pressures of stardom, Skye must confront her troubled past to regain control over her life before it becomes unmanageable. Considering that Skye is a pop star, having the marketing campaign debut at an event celebrating music chosen by fans is nothing short of ideal.
Launching a viral marketing effort for Smile 2 during MTV’s VMAs isn’t only strategic because of one factor; since Smile 2 is distributed by Paramount Pictures, the film’s director, Parker Finn, holds a first-look deal with Paramount. Notably, MTV is owned by Paramount itself. By promoting a movie on one of its own networks, Paramount is simply maximizing what we call ‘synergy.’
Regarding “Smile 2”, a fresh trailer has been released, showcasing Skye’s character, Scott, going to great lengths to evade the chilling smile predicament. The film also unveils an ominous poster. Two years have passed since Smile unexpectedly garnered fame as a sleeper hit for Paramount. Earlier, Finn had shared with ComicBook that he hadn’t anticipated Smile becoming a franchise, and the success of the initial movie came as a shock.
Finn stated in 2022, ‘Smile was intended to stand alone and tell its unique tale.’ He never imagined a sequel would be so desired. However, he believes there are certain aspects within the movie left intentionally unresolved, which could make for an intriguing exploration. Additionally, there were elements he didn’t include in the original due to budget limitations or because they didn’t align with the storyline, and these could prove quite fascinating.
I’m compelled to express that I don’t wish to merely replicate or follow the same path as before. However, I sense a thrilling opportunity to expand the realm of Smile, offering something utterly unanticipated and mind-blowing to our audience. It’s brimming with surprises!
Smile 2 opens in theaters October 18th.
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2024-09-13 08:09