With the much anticipated release of IT, cinemas were running a series of Late Night Scare Sessions that allowed customers to dress up on the night, win prizes and also be in for scary surprises in-cinema. Social assets were produced for Facebook and went viral as they were featured by news outlets and Facebook pages that week resulting in a series of highly successful screenings. Additional screenings had to be added due the overwhelming attention these assets and screenings garnered due to sessions selling out and increasing public interest.
