Smile,” a common word that took on a new, more sinister meaning after the studio’s inescapable, smirk-centric marketing campaign.
The movie became a huge hit, to the tune of more than $200 million worldwide. “We took something normal and made it creepy,” Weinstock says.
The process of naming films is rarely a straightforward assignment. And with the glut of entertainment options vying for viewers’ attention, there’s heightened pressure to come up with something that sticks. “We’re trying to get moviegoers into theaters,” says Jason Cassidy, vice chairman of Focus Features, “and because there are so many choices, there’s a higher premium on that than ever before.
A title that cuts through the noise and even starts a conversation is truly additive.” A good title isn’t going to save an unwatchable movie.
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