The progress between critics and viewers of the film Smile continues to generate positive reactions. A film that is being celebrated for its novelty and realism, in a horror key. This is the first feature film by director Parker Finn, one that, so far, is becoming one of the relevant novelties of the second quarter of the year and of the genre.
Smile tells the story of a psychologist who, from one moment to another, witnesses strange events after treating a patient. What is the particularity of that person? I saw people smiling. Then, from that professional experience, different issues begin to move on another plane. That detail, the smile, was the basis of a promotional campaign that surprised many people.
One of the most followed sports in the United States is baseball. Currently, the season is in a peak stage, defining the teams that will advance to the next round. Media attention is on the rise and fan attendance is steady. In this framework, as part of the activations to spread the premiere of Smilea series of actors appeared in different stadiums to surprise the fans and, also, the spectators.
Smile and the terrifying promotion of the film
Through users like the communicator Erik Davis, Twitter was filled for a while with a common image: a person, standing, wearing a brightly colored garment, looks towards one of the cameras that transmits the baseball game and smiles. She smiles as if it’s the only thing she can do, apart from opening her eyes in an intimidating way.
Davis, in one of the most viral tweets regarding Smile and its activation in different ballparks, he wrote:
“Here’s a fun and clever movie promo: Paramount apparently placed #Smile actors in the crowd during the 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!”
This message was accompanied by another, in which he indicated that he also An identical activation was performed during a game between the Los Angeles Dodgers and the Los Angeles Dodgers. St. Louis Cardinals. The selection of the teams does not seem to be a matter of chance, since the four have a large group of fans and, at present, they experience a good sporting stretch. Davis commented that during the broadcast of the program TodayShow! An actress was also seen. It is possible that they were not the only places and that the idea was applied in spaces with less communicative resonance.
Judging by the reactions on Twitter, the plan worked. Locals and strangers at the premiere of Smile they had a first contact about what the film offers. Paramount’s campaign also involves something else within the American context: by bringing cinema closer to baseball, it integrated two of the most marked passions of a part of that society and that, throughout history, have dialogued in a good way. For this reason, there are several film productions that have this discipline as their axis. However, this time, the smiles were not for a victory.