'Smile's creepy marketing campaign secures $22 million

Horror movie 'Smile' made $22M and $37M at the US and international box office within a few days of release due to its creepy marketing campaign. In preparation for its release, Paramount Pictures hired 'smilers' to show up at public places, such as 'The Today Show' and a Yankees v. Red Sox game, and deliver their most haunting grins. The marketing stunt went viral, generating interest in the movie.