If the trailer for the upcoming sequel “It: Chapter 2” isn’t terrifying enough, Warner Bros. has debuted a spine-tingling interactive AR experience ahead of the release of the film on September 6.
 
Warner Bros. worked with Los Angeles-based agency Pretty Big Monster and software provider Geenee to bring the suspense of the film into fans’ living rooms.

Fans can go to https://www.it2.camera on a mobile phone and scan any movie poster or trailer for the film. Set against music from the film, when users move their camera around their surroundings, they’ll see eerie floating red balloons, the same ones that the film’s main villain, Pennywise the clown, uses to mark his next victims. 

Step inside the world of Pennywise with https://t.co/G46u1mpnB0. Summon IT when you scan any poster, TV ad or trailer for the film with the microsite’s camera and experience a first-of-a-kind show that blends augmented reality with an unexpected surprise… #ITChapter2 pic.twitter.com/iwcxbrQWFN

— Warner Bros. UK (@WarnerBrosUK) August 29, 2019

The camera then prompts users to take a selfie with the balloons, and Pennywise is suddenly there, holding the selfie. Fans can then share their ambushed selfies across social channels.   

It’s a marketing push meant for the U.K., but it also works on most of the posters and trailers being shown in the U.S.

Warner Bros. is promoting the AR experience in the U.K. through social, display, out-of-home and through print partners including NME.com and the Evening Standard.