Warner Bros. Scares Up Another Marketing Hit With ‘It: Chapter Two’ Immersive Experience

A miniature version of Derry Canal Days took L.A. by storm

Outside the 'It: Chapter Two' experience in Los Angeles. Warner Bros.

One of the more notable elements in the marketing campaign for 2017’s It was the creation of a house from the story that was available for visitors to enter and explore. The Neibolt House, constructed on a Los Angeles street corner, was an immersive experience where people could be guided through the twists, turns and jumpscares by Georgie, the little boy whose disappearance acts as an inciting incident in the story.

@ChrisThilk chris.thilk@gmail.com Chris Thilk is a freelance writer and content strategy consultant in the Chicago suburbs. You can find him at ChrisThilk.com, where he shares his thoughts on content marketing, media and movie marketing.