If gamma-ray burst prompt emission originates at a typical radius, and if material producing the emission moves at relativistic speed, then the variability of the resulting light curve depends on the viewing angle. This is due to the fact that the pulse evolution time scale is Doppler contracted, while the pulse separation is not. For off-axis viewing angles $theta_{rm view} gtrsim theta_{rm jet} + Gamma^{-1}$, the pulse broadening significantly smears out the light curve variability. This is largely independent of geometry and emission processes. To explore a specific case, we set up a simple model of a single pulse under the assumption that the pulse rise and decay are dominated by the shell curvature effect. We show that such a pulse observed off-axis is (i) broader, (ii) softer and (iii) displays a different hardness-intensity correlation with respect to the same pulse seen on-axis. For each of these effects, we provide an intuitive physical explanation. We then show how a synthetic light curve made by a superposition of pulses changes with increasing viewing angle. We find that a highly variable light curve, (as seen on-axis) becomes smooth and apparently single-pulsed (when seen off-axis) because of pulse overlap. To test the relevance of this fact, we estimate the fraction of off-axis gamma-ray bursts detectable by textit{Swift} as a function of redshift, finding that a sizable fraction (between 10% and 80%) of nearby ($z<0.1$) bursts are observed with $theta_{rm view} gtrsim theta_{rm jet} + Gamma^{-1}$. Based on these results, we argue that low luminosity gamma-ray bursts are consistent with being ordinary bursts seen off-axis.
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