My latest column at Adweek is about a buzz-building campaign Warner Bros. has been running to build anticipation for IT: Chapter 2‘s first trailer.

With the first movie such a success, it’s no surprise that Warner Bros. is starting to roll out the marketing for this year’s It: Chapter 2. The movie, scheduled for release this November, tells the story in the second half of Stephen King’s original novel, following The Losers Club as they are now adults who’ve been pulled back to their hometown by the reemergence of Pennywise the clown.

via Stars of ‘It: Chapter 2’ Are Being Haunted by a Red Balloon on Instagram – Adweek

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