Warner Bros. Goes Experiential For It Chapter 2

My latest post at Adweek is a deeper look at the Derry Canal Days experiential marketing event run by Warner Bros. as part of the marketing campaign for It Chapter 2.

With It Chapter Two hitting theaters this week Warner Bros. is once more pulling out an experiential marketing execution meant to make the movie’s story a tangible reality for fans. As is often the case with sequels, this time, things are even bigger than they were the first time around.

You can read the whole thing here.