Essentially, Burger King managed to turn the horror film into an advert – with one very simple move.
At a pre-premiere screening in Germany, they waited until the last moments of the film before projecting the words “The moral is: never trust a clown” onto the screen.
As the credits rolled, audience members were confused… until the Burger King logo was then projected too.
The company’s dig at Ronald McDonald, their rivals’ iconic mascot, made for quite the PR stunt.
Watch it above.
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The stunt has divided fans online, with one writing on YouTube: “As if there weren’t enough reasons already to stop going to theaters.
“I’d be p***ed if they inserted that cr*p into any movie I paid to see!”
However another said: “That is brilliant! Whoever came with this idea deserved their payment.”
Burger King’s issue with It is more far-reaching than this: it was claimed last month that the Russian arm of the fast food giant had tried to have it banned, because it gave McDonald’s free advertising.
It has been a monumental smash; becoming the most successful horror movie in history.
A sequel, which will see Bill Skarsgard return as Pennywise the clown, is due in 2019.
It is out now.