November 5th 2024.
Next in line is the highly-anticipated sequel to the horror film, Smile. However, this time, Paramount Pictures has caused quite a stir among fans by requiring them to flash a smile at their computer cameras in order to access the first seven minutes of the movie. The film, starring Naomi Scott as popstar Skye Riley, has been a hit at the box office, earning an impressive $109 million in just three weeks since its release in October.
For those unable to make it to the cinemas, Paramount is offering a sneak peek of the movie online – but with a catch. Viewers must maintain a smile throughout the entire seven minutes, paying tribute to the franchise's theme of a malevolent spirit taking the form of a grinning person. The camera is constantly watching, and if a smile drops, the screen goes black with a haunting message reminding viewers to "keep smiling" if they want to continue watching. The only other obstacle to overcome is entering one's date of birth, as the film is rated R for its graphic content.
While this may seem like a fun PR stunt at first glance, many fans have expressed concerns about the casual collection of their facial data in exchange for just seven minutes of the horror flick. Twitter user @puneetsingh wrote, "Insane new level of data collecting/stealing your likeness," while @imouttafilm added, "The data collectors aren't even trying to hide it and you all are just falling for it... Don't be surprised when AI drastically improves after this." Other users, such as @alhendiify and @damndidhereally, also shared their discomfort with the idea of their biometric data being used without their consent.
Some fans also raised questions about the potential use of their images for "AI training" and if they could appear in the background of future films without their knowledge. However, there is no information available on the website about what will happen to any data collected from viewers using their camera. The Paramount website does have a privacy policy that covers its various networks, platforms, and websites, stating that the company providing the Paramount Services will be the controller of any personal information collected.
Granting access to the camera or microphone allows Paramount Services to collect information about the content, according to the privacy policy. This is not the first controversy surrounding Smile 2, as fans were previously confused by the prominent appearance of Voss Water in the film, with some calling it the "longest advert for Voss Water."
This concern also ties into the ongoing discussion in the film industry about the use of generative AI in movies, such as digitally re-creating late stars for posthumous appearances. Actor Nicolas Cage recently expressed his worries about AI in film during an interview, where he joked that his body would be used for whatever the producers wanted with the help of digital AI. He also shared his fears about what would happen to the "truth of the artists" and their creations in the future.
Metro has reached out to Paramount Pictures for comment on the matter. Smile 2 is currently playing in cinemas, and if you have a celebrity story, video, or pictures, the entertainment team at The Agency would love to hear from you. You can reach them via email, phone, or by visiting their Submit Stuff page.
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