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18.06 / 19:49
UPS Smile 2 is making good on the original’s viral marketing gimmick
The first Smile was a pretty good horror movie and a pretty massive hit. While those two facts are closely related, at least part of the movie’s cultural impact was thanks to its incredible marketing campaign where people showed up to high-profile events like sports games sporting the series’ trademark unnatural grin. It didn’t have much to do with the movie, but it was undeniably effective. Thankfully, the first trailer for Smile 2, the series’ big-budget sequel, is here to make good on the original’s marketing stunt.
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