The Marketing and Hard Work Behind 'It' (2017)

Updated on May 28, 2018
Katie Newbery profile image

I have always had a passion for movies as I spend most of my days watching them and ranting about them, so why not share my opinions online?

Exhibition and Distribution

It was released on September 8 2017 and received high critical acclaim for the outstanding performances, terrifying settings and the capture of the classic coming-of-age tale Stephen King had created back in 1986. However, the success of this film was also down to its impressive marketing that had been going on since March of that year. The cast and crew behind the blockbuster hit went to remarkable lengths to entice people from all over the world to go and see this movie by convincing everyone that there would not be one person out there who would not enjoy this incredible re-telling of a classic novel as there is something in it for everyone. Now, I will be looking back on all the teasers and interactive projects these people created to get everyone involved before the release of It in order to gain a better understanding of how the creators managed to make everyone extremely eager for this film and why it amounted to so much success.

Beginning from July 11, 2016, Director Andy Muschietti posted a variety of missing person posters of children within the Derry area, including Betty Ripsom, Richie Tozier, Paul Greenberg, Jonathan Chan, and Tania McGowan as part of his marketing process. This hinted at the potential characters that would go missing in the film, and those who had read the book would understand the link to the story.

This marketing move made fans excited for the upcoming release of the movie, so it started to become highly anticipated.

The It poster gave audiences an insight into the general creepy feel the movie was going for and hinted to the fans of the book that the film would be extremely similar to the novel with the classic red balloon and yellow raincoat featured in the poster.

After the trailer was released, the official Twitter page for It created gifs to entice more people to view the whole trailer and these gifs could be used by anyone so they were able to use them with their friends, so audiences’ felt more involved when this occurred. So far, the marketing process had been very successful.

Social media was a very beneficial factor when it came to marketing the It movie. This is because at the end of 2017, a statistic showed that 330 million people used Twitter monthly and 500 million people used Instagram daily, so social media was certainly the best option for advertising It and getting the information out there. Therefore, the official It account posted a picture of a recreation of Pennywise’s lair that is featured in the movie and a place fans could visit and be scared, so many fans went to this house and were very afraid of the jump scares inside. This was successful because lots of people attended and felt like they were a part of the film.

Another way in which the official Twitter page encouraged more people to look forward to the first screening of the film, was that they started a contest where the public could submit fan art in order to win tickets to attend the premiere of It. They also created a game on Snapchat where users could play a VR game in the sewers in order to entice people who are avid users on Snapchat and people who enjoy playing games.

Overall, the social media accounts made sure they appealed to all types of people, including horror fans, art fans, film fans and game fans so people who might not have originally thought they would go and watch this film suddenly felt the need to because they had been involved in some way.

The premiere for It was on 6th September 2017 at Hollywood’s Chinese Theatre where there were official posters of the movie and people dressed up in yellow raincoats holding red balloons to create a creepy atmosphere before the first ever showing. The premiere celebration continued at the Hollywood Roosevelt Hotel, which was decorated to look like Pennywise’s lair, and wallpapered with Wanted posters of the missing Derry kids, with plenty of children in yellow raincoats carrying red balloons wandering around.

As of September 18, 2017, It had grossed a worldwide total of $372.3 million, against a production budget of $35 million. After following the marketing process for It since the beginning and eagerly waiting for the film's release, I watched this movie multiple times in the cinema and many times since on DVD. Therefore, I would say It is not just a horror film, but a beautiful coming-of-age story that is targeted at everyone because it touches on important subjects of love, fear, bullying and the importance of friendships.

Overall, it is safe to say that the marketing for It benefited the ratings as it worked well in encouraging the public to go out and watch this film, so the hard work the crew put in to advertise this movie and to put it out into the world certainly paid off as it was the 6th highest grossing film of 2017 and will forever be a classic in the film industry.

Do you think that the marketing behind IT (2017) was the main reason for its success

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To purchase IT (2017) on DVD, click the link below

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