Smile 2 Marketing Stunt Surprises Terrified Concert Audience

Originally posted on Men's Journal | By Griff Griffin | Last updated Sep 30, 2024 3:00 PM ET

Smile 2’s marketing is shifting into gear with an audacious stunt at a concert over the weekend.

An image of a face smiling maniacally was displayed on a 20ft-high screen overlooking the crowd. There was no explanation for the face, with it seemingly popping up without context. That’s sure to put more than a few concert-goers on edge.

The clip below, posted by Discussing Film, captures the moment. A caption at the bottom reads, “WTF is happening? This keeps playing at the concert.” You can see the clip at the bottom of this article.

Paramount Pictures

It’s clearly a marketing stunt rather than, you know, an actual demonic takeover, and it’s not the first from the film’s promotional department. Check the clip below to see the moment a girl starts smiling weirdly at someone in the crowd at a baseball game.

Smile always has legendary marketing pic.twitter.com/dblU6zOyrJ
— ً (@tylerduran21) September 30, 2024

It doesn’t seem particularly scary unless you know the plot of Smile. Essentially, a demonic force causes anyone possessed by it to grin before they kill themselves. If you see someone staring at you and smiling without blinking, that’s bad news. Watch the Smile 2 first trailer which reveals Naomi Scott as Skye Riley.

‘SMILE 2’ crashed an EDM concert this weekend playing this video on repeat. pic.twitter.com/x0IVxxEjic
— DiscussingFilm (@DiscussingFilm) September 30, 2024