The new horror movie ‘Smile’ is Marketing itself by Putting Terrifying Smilers in Crowds on Television Paramount placed these actors in the crowd at recent baseball games and had them stand motionless, and smile throughout the entire game, directly at the broadcast cameras. The campaign has gone viral across social media. It goes beyond simply spotting people in public, however, as there's also an official site where fans can report smiles they see in the wild and a number they can call or text to give information on the smiles.