Best Entertainment Integrated Ad Campaign, Best Of Show Integrated Ad Campaign

IT Worldwide Digital Theatrical Campaign

Campaign Objectives:
1. POSITION AS AN EVENT FILM, ONE FOR A GENERATION THAT TRANSCENDS GENRE.

2. THIS IS A CULTURAL MOMENT, ONE THAT IS TRULY ESTABLISHED IN THE SOCIAL ZEITGEIST. A MUST-SEE THEATRICAL EXPERIENCE.

3. MULTI-PHASED, MULTI-GENERATIONAL APPROACH. ENGAGES ALL LEVELS OF FANDOM AND BROAD MOVIEGOING AUDIENCES.

4. UNEXPECTED, MINDFUL, GUT-WRENCHING, HIGHLY ENTERTAINING AND DIGITAL AND SOCIAL EXPERIENCES.

5. TAP INTO THE “LOSERS CLUB” AND EMBRACE THE BROAD APPEAL OF CHILDHOOD NOSTALGIA & ICONOGRAPHY.

6. UNIVERSAL LANGUAGE OF FACING FEARS & KIDS COMING TOGETHER TO STOP PENNYWISE.

Achieved Through:
- FLOAT - A CINEMATIC VR EXPERIENCE & TOUR / THEMED BUS
- Cast Live Stream
- Neibolt House Experience on Hollywood BLVD
- Global Influence Kits
- 8-Bit Game
- SnapChat Lens
- Robust Face Your Fears Social Campaign and Original Content
- Commissioned Art
- Fan Art
- Original Street Murals in Top Markets
- Art Gallery Showing
- Digital Websites

Resulting In:
- Anticipation for ‘IT’ was tremendous beginning with the record-breaking debut of its teaser trailer, and the film has exceeded all expectations.

- The critically acclaimed blockbuster became the highest-grossing horror film ever, breaking the 44-year record belonging to “The Exorcist,” one of the longest-held records in cinema history.

- After shattering numerous domestic records in its opening weekend—including those for the top horror film opening and biggest September opening for any film—"IT” is still going strong.

- $698,700,000 Worldwide Box Office as of January 3, 2018

Contributors:

E. Vice President:	Blair Rich
E. Vice President:	JP Richards
Sr. Vice President :	Danielle Bekas
Vice President:	Bryan Warman
Director:	Andrea Chen
Creative Manager :	Ben Tripoli
Social Manager:	Sam Caulfield
Manager:	Karli Komoto
Manager:	Linda Leonard
Manager:	Monica Vergel de Dios

WARNER BROS. PICTURES

Location: USA