Smile 2, the much-anticipated sequel to the original horror film, is creating significant buzz through its unique viral marketing strategies. The movie follows the story of pop star Skye Riley, played by Naomi Scott, and the studio has engaged fans with music releases and dedicated social media accounts for the character. This approach not only builds excitement but also helps to establish a narrative context for Skye before audiences see the film.
To amplify the eerie atmosphere characteristic of the Smile franchise, the marketing campaign has included unsettling actors with creepy smiles, who have been spotted mingling in public spaces like baseball games.
This tactic echoes the promotional methods used for the first film and serves to engage the public in an immersive horror experience, making the film’s themes feel more immediate and relatable. By integrating elements of the film into everyday settings, the marketing team enhances the anticipation surrounding the sequel.
Parker Finn, who wrote and directed both installments of the Smile series, emphasizes the collaborative nature of the film’s marketing. For Smile 2, it was particularly essential to create a connection between the audience and the lead character, a well-known celebrity.
Finn’s vision involved blurring the lines between fiction and reality, which he believes adds depth to the story and enhances its believability. He worked closely with Paramount’s marketing department to ensure this meta-narrative effectively resonated with viewers.
Early reviews for Smile 2 highlight Naomi Scott’s compelling performance as Skye. Scott, renowned for her role as Jasmine in Disney’s live-action Aladdin, was a strategic choice for Finn, who aimed to subvert audience expectations by casting her in a horror film. Finn praises her talent, noting how she brings an “uncanny X factor” to the role, making Skye both a powerful pop star and a deeply vulnerable character.
The film is set to hit UK cinemas on October 17, followed by its release in US theaters on October 18. With innovative marketing and strong performances at its core, Smile 2 is poised to deliver a thrilling continuation of the horror narrative, capturing the audience’s imagination and heightening their anticipation for the sequel.
