The viral marketing campaign is under way???

Paramount’s hit horror movie Smile gets a sequel this Halloween with returning director Parker Finn’s Smile 2, which centers on a pop star targeted by the franchise’s curse.

Naomi Scott leads the cast of Smile 2, which arrives in theaters on October 18, 2024. We’ve been waiting for the marketing campaign to begin… but maybe it already has…

Bloody Disgusting has spotted a billboard on Sunset Blvd. this week promoting a new album from the musician Skye Riley, with the words “Skye is limitless” plastered across an image of a woman’s lower face. We’re not aware of any actual musician who goes by that name, so we did a little sleuthing and it seems the billboard is part of a viral marketing campaign.

Our detective work led us to the Instagram account @SkyeRileyNation, which became active just five days ago. Various posts on the page are promoting the drop of Skye Riley’s latest single “Blood on White Satin” on Tuesday, June 18, and fleeting glimpses of the fictional musician sure as hell look a lot like, well, Smile 2 star Naomi Scott.

Of particular note, a lyric video posted earlier today (check it out below) is inter-cut with quick flashes that could be our very first glimpses of this year’s hotly anticipated sequel.

Is Skye Riley the character Naomi Scott is playing in Smile 2? And if so, does that mean the first official trailer is releasing on Tuesday, June 18? We’ll continue digging in the coming days…