Kudos to the genius minds at Roadshow Films who didn’t have to delve too much into their budget for a little extracurricular marketing toward the release of It, in cinemas this week.
Punters around inner-city Sydney would today have noticed random red balloons tied to drains and sewer grates, connoting of course that ‘It’ is near.
Those who recall the initial It miniseries would know that a red balloon is what the evil clown Pennywise uses to draw in his victims, namely innocent kids. But we’ve noticed a few adults cutting the strings and taking the balloons home with them – ardent fans, we’re sure, of creepy cinema.
Stephen King would applaud such cunning marketing tactics.
It hits cinema screens this Thursday 7 September. Michael Mastess