Smile’s spooky marketing campaign gets $22 million for its box office debut

SmileThe wicked smiles paid off. The upstart horror flick from Paramount Pictures outdid itself at the box office in just days.

Just days after its September 30 premiere, Smile had already racked up $22 million and $37 million in North American and global box office ticket sales, respectively.

Smile, which was made on a budget of $17 million, has undoubtedly made its money back and is still going strong. The Smile-Focused Creepy Movie – Think: 2012 Smileys meets the years 2018 Truth or Dare became the number one film in America, toppling that of Billy Eichner Brothers and the drama within the drama Don’t worry, darling.

In short, Smile beamed all weekend.

I’m not shocked to see this Smile picked up a major box office win in its opening weekend. In addition to an intriguing plot, the film also used a lively promotional campaign.

In preparation for SmileParamount hired “smilers” to show up in random public places, like the Today’s show and a Yankees vs. Red Sox game, and offer their most haunting smirk.

The spooky marketing quickly reached virality on the internet as distraught viewers captured and posted the startling promotion unfolding before their eyes.

For those who don’t know Smile, here is a quick overview. Directed by Parker Finn, the psychological horror film follows the story of a therapist, Dr. Rose Cotter, who witnesses a patient’s suicide and subsequently experiences strange occurrences.

How weird? Well, probably the most terrifying thing I can imagine: people smiling creepily at her everywhere she goes. In the trailer, there’s even a scary moment where a woman literally flips her smile (watch the video to see what I mean).

The horror movie buff in me is definitely excited about Smilebut I definitely have my doubts about being disappointed.

This new era of horror – which defends IRL monsters against demons and haunting spirits – has been hit or miss for me. Jordan Peele We and get out get frequent replays on my TV screen, while Hereditary was a unique watch (it was just disturbing to me).

Maybe I miss the good jump scare and spike under my blanket I got when I watched Conspiracy and Insidious. Speaking of which, does anyone else randomly hear Tiny Tim’s “Tiptoe Through the Tulips” or is it just me?

However, Smile undoubtedly both scared and curious me with the trailer alone. As a horror fan, I will give Smile a watch in hopes of scratching my scary itch of the season. I mean, an 80% Audience Score on Rotten Tomatoes doesn’t lie, does it?

William L. Hart