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Library/Film/It (2017 film)
Grade A20 sourcesHIS-01280

It (2017 film)

Film · 2017 · Viral

66Editable slideCertificate

A studio trailer record preceded a $123.4 million domestic opening for It.

Trailer · Warner Bros. on YouTube
Official theatrical key art from the Warner Bros. film gallery.
Warner Bros. Pictures
Pennywise behind a red balloon in the teaser trailer.
Warner Bros. on YouTube
It (2017) poster: Georgie in a yellow raincoat with a red balloon.
Wikipedia (non-free, fair use)
Pennywise in the storm drain.
Variety
View from inside the storm drain.
Deadline
Pennywise in the slide-projector scene.
Variety
Pennywise in the film.
TIME
Pennywise looming behind Beverly.
Variety
A replica of the Neibolt Street house built for a fan experience.
Deadline
The Losers' Club in the Neibolt house.
Deadline
Pennywise in the sewer water.
Deadline
A red balloon tied to a storm drain beside an 'It' street stencil, from a marketing stunt.
B&T
James Corden as Pennywise in a Late Late Show spoof.
TheWrap
Ronald McDonald, target of Burger King's free-Whopper-for-clowns stunt.
TheWrap

Spread Score

How it works
Reach95Contagion35Breadth90Velocity49Longevity3166

Numbers

Worldwide box office, original release only (Mojo)
$702.8M
As of Oct 22, 2026 · Box Office Mojo
Observed peak date
Week of Sep 14, 2017
Sep 4 ’17 to Week of Sep 14, 2017
Platforms
8
Started on Box office
Leverage
20×
$702.8M on $35M budget

Mechanics

  • Real-world spectaclePrimary
  • Platform jump
  • Press loop
  • Response chain

How it spread

Trace the origin

Warner Bros. claimed a trailer viewing record, then promoted It with a haunted house and commissioned balloon stunts. A public London preview preceded wide release. The film opened to $123.4M domestically; viewers remixed Pennywise and brands made parodies.

Observed peak within the documented measurement window; not an all-time maximum. Dates use the stated precision; chart positions are date anchors.

Wikipedia views · Google searchesMar ’17AprJunAugOctDecMar ’18JulDecJul ’19Observed peakOpen webYouTubeFacebookTVRetailXBox officePress
Open webYouTubeFacebookTVRetailXBox officePress

12 more events on this chart

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Timeline (15)

  1. March 2017

    New Line Cinema precursor · Mar 28 ’17

    New Line released a teaser video and poster one day before the trailer.[1]

    Pennywise in the storm drain.
    Open the first post ↗

  2. Warner Bros. / New Line Cinema precursor · Mar 29 ’17

    Warner Bros. released the teaser trailer; Deadline and Wired covered it the same day.[2][3]

    View from inside the storm drain.

  3. Warner Bros. precursor · Mar 31 ’17

    The studio claimed 197M trailer views in 24 hours, including over 81M on US Facebook instances.[4][5]

    Pennywise in the slide-projector scene.

  1. precursor · May 7 ’17

  2. precursor · Aug 14 ’17

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Why it worked

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Origin
Mixed
Sector
Entertainment
Region
US
Worldwide box office, original release only (Mojo)
$702.8M
As of Oct 22, 2026 · Box Office Mojo
Evidence
Grade A

Spread the same way

Moment · Reddit · 202562

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9.6B impressions

1 / 8

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New cases, every week

How the next thing spread, the week it does.