In Sydney, it was very unusual to advertise the new horror film "It"

“It's closer than you think,” say sidewalk inscriptions all over Sydney. And above them, eerie red balloons swaying in the wind, tied to sewer grates. If this reminds you of the beginning of Stephen King’s novel, then you understand what’s the matter.

A mysterious and frightening sight is a promotional company for a new horror film based on the novel of the same name by the king of this genre. Red balloons are an ominous reference to Pennywise Dancing Clown, the main culprit in the cinematography, and the tactics he uses to lure children. With their help, the premiere of the long-awaited horror film, which took place in Australia on September 7, was announced.

Despite the fact that balloons are just a tricky publicity stunt, they have caused genuine fear and confusion among many Sydney residents. However, the promotion can be considered more than successful, because Instagram and Twitter of the residents of Sydney were captivated with photos of red balloons, which now and then met on the way of the townspeople.