Inside the Scary-Good Advertising That Made 'It' Such a Killer at the Box Office

Warner Bros. wasn't clowning around with its King adaptation

It, the film adaptation of Stephen King’s best-selling 1986 novel of the same name, was an unexpectedly big hit at the box-office this weekend. Days before release, the smart money was on ticket sales of $50-60 million, which would have been totally respectable. The $123 million take that It pulled in was well above even the most aggressive expectations, leading to the widespread belief that Warner Bros./New Line will greenlight a sequel that adapts the second half of the book, where the kids from the first part have grown up but find Pennywise the clown isn’t yet defeated.