Smile 2 May Have Just Begun Its Secret Marketing Campaign


  • Smile’s successful viral marketing campaign raised intrigue and drove box office success beyond projections in 2022.
  • Paramount appears to be using a similar, mysterious approach to marketing
    Smile 2
    , sparking speculation and anticipation.
  • The emergence of a pop star named Skye Riley has fans guessing whether she’s connected to
    Smile 2
    or just using clever marketing tactics.

The horror movie Smile was a breakout hit in 2022, earning a massive $217 million at the box office against its measly budget of just $17 million, but perhaps one of the most intriguing things about the film – aside from its creepy story – was the way it was marketed before its release. It appears Paramount is taking the same approach with the sequel, Smile 2, as some folks have pointed to a mysterious billboard and a social media account that has surfaced online that could have a connection to the movie, which is set to hit theaters on October 18, 2024.

Bloody Disgusting was first to point out the mysterious billboard that’s seen on Sunset Blvd. in Los Angeles, which is promoting the release of a new pop star named Skye Riley. It shows the lower half of a woman’s face with the words ‘SKYE IS LIMITLESS’ plastered across it, touting the arrival of a new album and single titled ‘Blood on White Satin’ that will be released on June 18th.


Release Date
September 30, 2022

Parker Finn

Upon further exploration, a social media account was found under the name @SkyeRileyNation that appeared on June 8, which led to a video that shows a pop singer who looks suspiciously like Naomi Scott, who was cast in the lead of Smile 2 late last year, intercut with what could be scenes from the sequel.

Check out some of the posts from X (formerly Twitter) below that show the mysterious video, and images of the (possibly) fictional pop star, Skye Riley.

Smile’s Viral Marketing Campaign Was a Huge Hit

Before its release in 2022, Paramount’s Smile was expected to be just another generic horror movie by some, and was projected to gross anywhere from $16-$20 million dollars on its opening weekend. The film would go on to earn $22.2 million, slightly above those projections, due in part to the viral marketing stunt that took place before its debut that is still remembered today.

The weekend before Smile hit theaters, Paramount’s marketing team purchased several seats behind home plate for various MLB games, and placed actors in those seats whose job it was to…smile. Not just any smile, but a creepy, maniacal smile that led to a lot of people freaking out. Check out a post from 2022 to jog your memory.

While it hasn’t been confirmed that the mysterious Skye Riley has any connection to Smile 2, the consensus seems to be that this is a viral marketing campaign that’s in its beginning stages to help promote the release of the sequel later this year. In addition to the social media account, there’s also a website for the pop star that gives people the ability to pre-save and pre-order the single ‘Blood on White Satin’ on both Spotify and iTunes respectively.


Smile: Scariest Moments, Ranked

Smile was a smash hit and a breakout film for the horror genre. These were the scariest moments that made it so chilling.

For now, we’ll have to wait until June 18, 2024, to find out whether it truly will be the emergence of a new singer, or perhaps the trailer for the sequel. Either way, fans are having a lot of fun speculating right now, which is only fueling anticipation for Smile 2.