The Marketing of It

It is based on the Stephen King IT novel where a group of children in Derry, Maine fight a dark clown entity.

Nostalgia-
This movie was not the first adaption of Stephen King's IT as Lawrence D. Cohen adapted it in 1990. It brought nostalgic feelings for those who loved King's original novel and watched Cohen's version. By releasing IT between Stranger Things two seasons allowed them to bank on Finn Wolfhard's popularity from the Netflix hit. The movie included typical of era items adding to the nostalgia such as movie posters form the time, arcade games, Trans Am Pontiac, and running jokes about the New Kids on the Block.

Virtual Reality-
A few weeks before the release of the movie, IT - FLOAT: A Cinematic Virtual Reality Experience was released. The VR experience was able to be viewed on a headset or desktop through YouTube 360, Littlestar, Samsung VR, Jaunt, and Facebook 360. The experience allowed a teaser of the film using audio and visuals to keep you on edge.

Public Stunts-

In the movie, the house at 29 Neibolt Street is rather important. This lead to Warner Bros. building a life size version of that very house in Los Angeles for fans to tour. They were led by a person in a yellow trench coat and red balloon resembling the character Georgie. The house popped up around 8 weeks before the movie release adding the buzz of the film.

Red balloons were a big symbol of the movie. In Sydney, Australia, marketers took full advantage of this creepy symbol of Pennywise by attaching red balloons to storm drains. 

Australia did not just tie balloons to storm drains, they went a step farther painting mural of Pennywise in the big cities of Sydney, Melbourne, and Brisbane. The film's management did not allow the artists painting the murals to depict Pennywise as he was depicted in the film leading the artists to paint him how they imagined him. Some murals were more sinister while others were more cartoon like.