Upon watching the trailer for Paramount’s Smile 2, unveiled during CinemaCon, the initial reaction might have been one of confusion. The imagery seemed to suggest a Lady Gaga concert movie, creating a sense of dissonance with the actual genre of the film. This lack of clarity in the trailer’s opening moments could potentially alienate viewers who may have different expectations based on the visual cues presented.
As the trailer progressed, the true nature of the film became clearer, revealing Naomi Scott in the role of a pop star facing menacing encounters with smiling fans and associates, including Lukas Gage. However, the transition from the concert-like setting to the horror elements felt abrupt and disjointed. The audience could struggle to make sense of the tonal shifts, leading to a disconnect in their engagement with the narrative.
The presentation of Smile 2 at CinemaCon appeared to lack cohesion in its messaging. While Paramount CEO Brian Robbins and Domestic Distribution President Chris Aronson tried to inject humor into the event, the execution fell short. The attempt to incorporate circuit heads from major theater chains into the joke about distribution strategies seemed forced and awkward. This disjointed approach to combining promotional banter with trailer viewing detracts from the overall impact of the film’s marketing.
The reference to other major studios’ envy over AMC’s success in theatrical distribution business hints at a broader sense of competition and tension within the industry. By drawing parallels to rival releases like “Taylor Swift: The Eras Tour” and “Renaissance: A Film by Beyoncé,” the promotional strategy for Smile 2 risks coming across as reactive rather than proactive. This reactive stance may inadvertently position the film as a response to external pressures rather than a standalone creative endeavor.
With a release date set for October 18, Smile 2 faces the challenge of carving out its own identity amidst a crowded market saturated with high-profile releases. The decision to shift the film’s distribution strategy from streaming to theatrical release reflects a sense of uncertainty in how best to position the project for success. This uncertainty could translate into mixed reception from audiences unsure of what to expect from the film.
While the trailer for Smile 2 at CinemaCon aimed to generate excitement and buzz for the upcoming release, the execution fell short in several key areas. From unclear messaging to forced attempts at humor, the presentation left viewers with more questions than answers. As Smile 2 prepares to make its theatrical debut, it will need to address these issues to ensure its success in a competitive and ever-evolving film landscape.