What I thought was pretty good was the ending, when the demon finally reveals itself. 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.
The plot of 'Smile' and the way the characters unravel it is almost identical to 'The Ring'. An example of an ACTUAL jump scare would be like when the Lipstick Demon appears at the table for the first time in 'Insidious'. 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.
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These "jump scares" happen throughout the ENTIRE movie and are extremely obnoxious. This is NOT a scare! This is just lazy and, above all, annoying. 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.
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. 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. I was pretty hyped for this movie, not going to lie.
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