“It is closer than you think,” reads a chilling message spray-painted on a sidewalk in Sydney, Australia. An eerie red balloon floats above it, tied to a nearby sewer grate. If this sounds like the start of a Stephen King novel to you, then you’re partly right.
The unsettling display, which can now be found at various locations across the city, is a promo campaign for It, the new horror film based on King’s novel of the same name. The red balloons are a sinister reference to the movie’s sewer-dwelling signature villain, Pennywise the Dancing Clown, and the tactics he uses to lure children. It stars Bill Skarsgård as the menacing clown and is set to premiere in Australia on September 7th.
Check out the trailer below.