Blissful folks thinking they’d enjoy a casually murder clown-free Monday morning were in for a rude awakening today. 

Red balloons popped (sorry) up in Sydney’s CBD, as part of a widespread and undeniably budget-conscious marketing campaign for the release of Stephen King novel turned movie It this Thursday.

Apparently all you need is some helium and red balloons to scare the shit out of locals, who immediately recognised the floating doom indicators as the mark of homicidal (yet fictional — absolutely, thankfully fictional) clown Pennywise. Tweets were highlighted by Pedestrian and kept coming throughout the morning.

Hype for It continues to grow ahead of its international release on Sept. 7. Clown-only screenings are happening in cities globally, while this toddler dressed up as Pennywise will haunt your dreams forever. You’ll float too.



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