October 12, 2022
Paramount Pictures Oct. 12 announced that horror film Smile has topped $100 million in worldwide box office gross in just under two weeks of release.
The thriller, which stars Sosie Bacon as a doctor who starts experiencing frightening nightmare occurrences that she can’t explain, opened at No. 1 domestically in its first two weekends of theatrical release, with more than $55.5 million in North American ticket sales and $46.8 million in international box office for a cumulative worldwide total of $102.3 million to-date.
Internationally, 15 markets opened at No. 1 and rose to 24 markets in the second weekend where the movie’s ticket sales increased 32%. Smile marks Paramount Pictures’ sixth No. 1 movie of 2022.
“The moment we saw this film we knew it had immense cinematic potential, and we’re beyond thrilled and proud to see that audiences around the world agree wholeheartedly and are turning out in record numbers,” Brian Robbins, CEO of Paramount Pictures, said in a statement.
Paramount attributed much of the film’s success to an innovative marketing campaign, including a grassroots stunt that went viral, in which actors, “smiling” menacingly, were placed in high visibility locations appearing on camera during TV broadcasts such as in the stands behind home plate at baseball games, in the stands of NFL games and among the audience during morning shows.
The stunt generated extensive media coverage, significant social conversation and more than 101 million video views on social media.
Other marketing highlights included a TikTok post with more than 400 million video views and 250,000 videos created; AR lenses in partnership with Instagram and Snapchat allowing users to spread creepy smiles on their socials at an alarming rate of five-times the rate of other entertainment properties.
On the social media site Giphy, custom Gifs were viewed over 400 million times and Smile became the first brand integration on the AI model site Craiyon; and a world premiere as the opening night film for Fantastic Fest in Austin — the largest genre film festival in the U.S.
Top international markets include the United Kingdom, $5.9 million; Mexico, $4.6 million; Germany, $4 million; France, $3.6 million; Australia, $2.5 million; Spain, $2.4 million; and Brazil, $1.7 million.
Smile is written and directed by Parker Finn, produced by Marty Bowen, Wyck Godfrey, Isaac Klausner, and Robert Salerno; and executive produced by Adam Fishback.
Smile also stars Jessie T. Usher, Kyle Gallner, Robin Weigert, Caitlin Stasey with Kal Penn and Rob Morgan.