I was pretty hyped for this movie, not going to lie. I wasn't expecting some 11-time Oscar winning masterpiece, but I did expect an intense, edge-of-your-seat scarefest like that of 'Insidious' or 'Sinister', where the movie is dripping with creepy unsettlingness from start to finish. 'Smile' is not that. What 'Smile' does well is build up the jump scare, but unfortunately (and more importantly), 'Smile' forgets to deliver the scare in each of these sequences it repeats throughout its way overlong 2-hour runtime.
Example, the main character will be staring down a dark hallway while the music tenses and camera slowly zooms in, and then the phone will ring SO LOUD. This is NOT a scare! This is just lazy and, above all, annoying. These "jump scares" happen throughout the ENTIRE movie and are extremely obnoxious. I can respect jump scares if there's actually something scary at the end of the build-up, not just an obnoxiously loud noise that has nothing to do with the tension that was just wasted. An example of an ACTUAL jump scare would be like when the Lipstick Demon appears at the table for the first time in 'Insidious'. THAT is a warranted jump scare.
The plot of 'Smile' and the way the characters unravel it is almost identical to 'The Ring'. No new ground is broken, which was expected, but I at least expected a little more originality than a copy/paste story of 'The Ring' with a good amount of 'It Follows' copied as well, yet is far less than both those movies.
What I thought was pretty good was the ending, when the demon finally reveals itself. The design of the demon and what it does to its victims is actually pretty great/gruesome. Unfortunately, by the time we're introduced to the Smile demon, the movie's over. Such a shame, as this movie could have been a balls-to-the-wall nail-biting chiller. The score for this movie was hands-down the best and creepiest part. The music reminded me of 'Sinister's music, as in there was something off about it, making it unnerving.
Overall, this movie has been done before and done MUCH better. Has it's moments, but drags on without any scares for far too long.
6/10.
