In its latest movie marketing campaign, Paramount Pictures has launched an interactive preview for the horror sequel “Smile 2.” The studio is promoting the film by showing viewers the first seven minutes online. However, there’s a catch – viewers must wear a smile that is detected by their webcam or the footage will stop.

The webpage verifies a user’s age before asking to access their camera. It then monitors the viewer’s facial expression. If the person doesn’t maintain at least a subtle smile, the video will pause and display a message telling them to “Keep Smiling.” Viewers can see their own face in a small window that turns green when smiling and red if the smile drops.

This unusual promotion method creates an unsettling experience that mirrors themes in the movie. Industry observers note that keeping up an unnecessary smile for seven minutes can feel quite creepy.