The new IT movie has already been heavily publicized around the world, so you probably already know that it’s coming soon. The first one was already scary enough, and if you watched the preview, the second one will be even scarier.

In Sydney, a marketing agency has decided to start terrorizing people in the streets already. To increase awareness about the movie, creative studio Mr. Glasses and Showtime Marketing decided to put red balloons in the city, sometimes along with the slogan “It’s closer than you think”. If you saw the preview, this would frighten you pretty quickly.

The good part of the marketing stunt? It uses elements of the movie to shock people in the streets and give a chilling extra feeling of reality to the creepy scenes of the film. Of course, people have been taking photos of it and sharing it on social media, giving it an extra boost in visibility.

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