Paramount releases ‘Smile 2’ clip for free — but only if viewers hold a smile for seven minutes

Paramount Pictures is offering a free, seven-minute clip of its latest horror release, Smile 2, to fans online, but there’s a catch — viewers must hold a continuous smile into their webcams for the duration of the preview.

This unusual requirement is part of the studio’s creative marketing campaign for the film, released for Halloween. Viewers who access the film’s webpage are prompted to verify their age, grant camera access, and then maintain a steady smile. The software responds to any breaks in the smile by flashing a red outline on-screen and ultimately shutting off the video with an eerie message to “Keep Smiling.”

This marketing strategy is consistent with Paramount’s previous campaigns for the Smile franchise. During the promotion for the original 2022 release, the studio arranged for actors to smile ominously at MLB games and in other public places, creating viral buzz. Similar strategies have been employed by other studios, with 20th Century Studios promoting Alien: Romulus using actors in NYC outfitted with lifelike “facehuggers.”

Smile 2, released in theaters on October 18, stars Naomi Scott as a pop star haunted by a sinister, constantly smiling entity that causes her life to spiral. Directed by Parker Finn, the film also features actors Lukas Gage, Ray Nicholson, Rosemarie DeWitt, Kyle Gallner, Miles Gutierrez-Riley, Peter Jacobson, Raúl Castillo, and Dylan Gelula. Since its release, Smile 2 has garnered significant box office success, recently surpassing the $100 million mark worldwide.