The campaign of marketing of Smile, a new horror film directed by newcomer Parker Finn, is, without a doubt, one of the most creative in recent years. It consisted of hiring actresses and actors to attend several Major League Baseball games in the United States and stand in strategic places in the stands to scare other people who were enjoying the games. In addition, the idea was that these people would be caught on camera. The method chosen to spread fear? Flash huge, macabre smiles as they stood motionless.
What was the reaction to the campaign? marketing of Smile?
Despite numerous people around the world noticing the appearances and the campaign quickly going viral, Finn recently revealed to Entertainment Weekly that there was a time when I didn’t think the idea would work. These were his words:
“I have to say that Paramount marketing has been very clever with some of the tricks that have been pulled up their sleeves for this movie. This is something that had been discussed a while ago, and we were crossing our fingers that someone would notice.”
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As we already know, the strategy was a success. Social networks exploded with posts from Internet users who immediately shared videos and photographs pointing out the fact that there was something strange in the stadiums. At first, it was not known that everything was advertising alluding to the tape, but when it was noticed that the dark subjects were wearing t-shirts with the word “Smile” (smile, in English), everything made sense.
Here’s a fun and clever promo for a movie: Paramount apparently placed the #Smile actors in the audience at Yankees and Mets games last night, both in full view of the cameras. The results were really creepy. Are you going to a game this weekend? Watch out for smiles!”
On the good reception that the campaign had marketing of Smilethe creative commented the following:
“It happened organically and it was overwhelming how much it took off. It instantly spread everywhere. Congratulations on your great idea.”
The film follows Rose Cottler, a therapist who, after witnessing a tragedy during her consultation with a patient, begins to experience chilling events involving people harming each other in unimaginable ways. All while smiling from ear to ear.
Smile is available in Mexican theaters from September 29, 2022. You can read the review of Cinema PREMIERE here.
Jose Roberto Landaverde Film buff and music lover. I am fascinated by writing, listening, reading and commenting on everything related to the seventh art. I am a fan of Rocky and Back to the Future and of course one day I will climb the “Philly Steps” and drive a DeLorean. Faithful believer that the cinema is the best teleportation machine, and also that we can all see ourselves represented on the big screen. Constantly, like Scott Pilgrim, I ask myself: “Does bread make you fat?”