Smile turns trauma into something that follows you. Smile 2 puts that trauma onstage. From Skye Riley’s public unraveling to the way we consume famous women in crisis, this essay looks at what changed when the curse gained an audience, and where the franchise should go next.

Sydney Sweeney’s Novig campaign has sparked backlash from female athletes, but the bigger question is what happens when controversy itself becomes the marketing strategy. If outrage drives reach, shares and headlines, are we criticising the advert — or helping to distribute it?