Editorials
To Be Continued: On ‘IT’s’ Terrific Marketing Campaign
What a weekend!
New Line Cinema’s adaptation of Stephen King’s “IT” has just had the best opening weekend for a horror film ever. But, let’s be honest here, it doesn’t matter how good the movie is, no film makes an estimated $117m (!) on opening weekend without an equally strong marketing campaign and IT had one of horror’s best in recent years.
Let’s start with the record-crushing teaser trailer. Released in March, the two-and-a-half-minute promo clocked up 197 million views in the first 24 hours, more than any other film trailer in history. It’s a tightly edited teaser that does a great job of selling the film. As Brad noted in his box office report, budgets for studio horror films usually hover at around the $5m mark. If there’s any genre that can do more with less, it’s horror; but that does make it all the more special when a relatively big budget genre film comes along.
IT’s reported $35m budget puts it in the range of The Conjuring 2 and A Cure for Wellness, and the trailer makes sure all of that is on the screen. The gorgeous sweeping cameras and the biting rain make the film feel big and impressive, and in a different league to the smaller budget horror films that general audiences have become accustomed to. Also commendable is the fact that, unlike some other recent remakes, reboots and sequels, the trailers make little of the fact that King’s book has already been adapted as the very successful 1990 ABC miniseries. The teaser feels like something new and director Andy Muschietti brings a grandeur to the shared scenes that make this version feel like its own beast.
The teaser and all the following trailers and clips also did a great job of setting up scenes without spoiling them. As John brought up on Twitter, we were only given the bare bones of sequences. Beats are skipped, big final scares avoided: but without ever making the trailer moments feel disjointed or lacking. Even the preview of the storm drain sequence that played in front of Annabelle: Creation clipped the end of the scene.
The efficiency of the teaser ensured there was plenty of new footage to intrigue and excite in the eventual first full trailer. Trailer 1, below, introduces more of the mystery element and keeps the focus firmly on the Losers’ Club. As many people have pointed out, this bike-riding young gang looks very “Stranger Things”. However, IT was already midway through shooting when “Stranger Things” was released, so we can only presume that each production developed most of the shared elements concurrently, as opposed to copying directly.
That being said, it is worth discussing how the marketing team dealt with the similarities. Rather than advertising IT as “Stranger Things” on the big screen, the promotional materials harnessed the goodwill towards the show. The circular nature of inspiration means that it’s totally fair game for New Line and Warner Brothers to use “Stranger Things”, in the same way the Duffer Brothers used King as one of their primary reference points.
Like “Stranger Things”, the marketing campaign for IT played on nostalgia, which led to some really great tie-ins. Immersive screenings and the Neibolt House experience may be gimmicky, but they make for great little news stories. Promo footage of audience members shrieking at the special screenings or raving about how scary the Hollywood haunted house attraction is builds up a sense of danger around the film. Horror fans may find the finished film to be relatively mild, but the general discourse around IT has casual audiences wanting to test themselves to see if they can handle “one of the 5 scariest films ever made” (Joe Hill, King’s son). New Line didn’t leave it at that, though. I can’t remember the last time I played an 8-bit tie-in game, but I was first online to check out “Enter the Sewer”. And, as well as looking back, New Line also looked to the future with a VR Experience YouTube video: “IT: Float”.
But, most notably, IT was never advertised as IT: Chapter One. In a world of cinematic universes and Tetris trilogies, and even though they must have known they had a huge hit on their hands, New Line avoided making any big sequel announcements beforehand. Yes, film fans likely knew that was the plan. But, as far as I can tell, general audiences weren’t aware that there is a sequel on the way. Unlike something like The Mummy with its preordained “Dark Universe”, most viewers sat down to watch the full story. Now, had the movie been less satisfying than it is, maybe that would have backfired and left paying customers feeling short-changed. But, if the encouraging B+ CinemaScore is anything to go by, most viewers will have got a kick from the end title’s promise of Chapter Two.
Imagine going in and watching this epic horror film, complete with wonderful characters you care about and finding out you’ll get to spend even more time with them in a couple of years. New Line has the excitement of a self-contained hit, without the desperate scramble to churn out a sequel. IT: Chapter Two may still be two years away, but it’s obviously been on their minds and this film was structured to fit perfectly with a follow-up.
In the end, though, this does all go back to the fact that Muschietti made one hell of a horror movie, with enough brilliant scenes, ideas, and visuals for the New Line marketing department to do their thing. But thank god they delivered, because they’ve contributed to one of the defining box office weekends in horror history.

Editorials
Before ‘The Blair Witch Project’, ‘Alien Autopsy’ Showed How Real Found Footage Could Feel
The line separating artist from con man is a lot thinner than you might initially believe. While I think we can all agree that lying for the sake of profit is actively malicious behavior, isn’t it also true that the faux documentary aspect of The Blair Witch Project is half the reason why that film became such a cultural phenomenon? After all, if there’s one thing filmmakers have in common with stage magicians, it’s that misleading and misdirecting audiences is simply part of the job.
That’s why I’ve developed a habit of mostly ignoring the moral quandaries behind many of film and television’s biggest “hoaxes” in favor of appreciating the narrative elements that drive productions like Mermaids: The Body Found and even Animal Planet’s highly underrated The Cannibal in the Jungle. However, if there’s a definitive case of a highly publicized broadcast fooling the world into taking it seriously, it has to be Fox’s infamous 1995 TV special Alien Autopsy: Fact or Fiction.
It’s been over three decades since that eerie footage first haunted television screens right at the peak of the ’90s ufology craze, and in that time, the video has taken on a life of its own. From countless parodies and references in everything from The X-Files to Tony Hawk’s Pro Skater (as well as John Dower’s recently released tell-all documentary The Alien Autopsy Scandal, which I’d highly recommend to genre fans everywhere), there’s no denying the legacy of the Alien Autopsy video. However, I rarely see the tape discussed as what it truly is: a highly convincing found footage film directed by a passionate stage magician and brought to life by masterful practical effects work.
That’s why I’d like to invite readers to join me on a deep dive into one of the most infamous broadcasts of all time in an attempt to reevaluate the footage as a fascinating narrative experience rather than a complete hoax.
The TV Special That Convinced Millions It Was Real

Ray Santilli next to Extraterrestrial replica in ‘The Alien Autopsy Scandal’
For starters, regardless of whether or not you believe that there was in fact an extraterrestrial crash in Roswell during the summer of 1947 and that some form of autopsy was performed on the victims, the producers behind the black & white recordings, Ray Santilli and Gary Shoefield, insist that their video was a “restoration.” Though I’d argue that the proper word is “remake”of genuine footage that was too damaged to air on television. That’s why the duo went on to recruit filmmaker and eccentric magician Spyros Melaris and sculptor/monster designer John Humphreys to bring their version of the autopsy to life and sell it to the highest bidder.
This is where the story of the Alien Autopsy as a narrative experience really begins. Melaris claims that his approach to the faux recording consisted of striving for extreme period accuracy in both shooting equipment and setting while also planting subtle details that would initially seem like mistakes but could later be revealed to actually fit the time period. That being said, the filmmaker was under the impression that the short would be released for free as a PR stunt, with the team later producing and selling an informative documentary chronicling exactly how the footage was faked and commenting on how easy it is to manipulate public perception with a good old-fashioned magic trick.
This obviously isn’t how things went down, and that’s likely the reason why Melaris has since distanced himself from everyone else involved with the project. Yet, no amount of behind-the-scenes drama can undermine the genuine effort that went into making the short as impressive as it is. From the sourcing of real animal organs from a local butcher to make the organic part of the creature more lifelike to the highly detailed sculpt that made use of a hollowed-out underlayer that could be filled with fake blood and assorted viscera, there’s a reason why so many Hollywood specialists are still impressed with the artistry on display here.
Of course, the believability is only half the story, as I think that the best part of the autopsy is how Melaris builds on the existing tension by obscuring certain details and often embracing the chaos of what a real examination of extraterrestrial life could feel like. The camera often goes out of focus at just the right time to make certain effects hit even harder, and we can only speculate as to what the hazmat-suited doctors are gesticulating about during the operation. There’s a real air of mystery to the whole thing that almost makes it feel like a cosmically terrifying, cursed film containing forbidden knowledge that civilians were never meant to see.
So when Fox’s Fact or Fiction brings in the specialists to comment on the film and its otherworldly subject, it’s no surprise that we end up with one of the most memorable mockumentaries of all time – albeit one where the participants are unaware that the footage they’re commenting on is basically a large-scale practical joke. A joke that the network was obviously in on, as many participants claim that the TV special cut out significant portions where guests point out that they believe the footage to be an elaborate hoax.
The Lasting Impact of the Hoax Turned Cultural Event

Regardless, I remember going to bed terrified after watching reruns of the special and thinking about the respected pathologist who claimed that the body was almost certainly inhuman, with even effects maestro Stan Winston commenting on how difficult it would be to recreate some of these visuals through practical puppetry. That’s not even mentioning Jonathan Frakes’ dramatic hyping up of the disturbing imagery as if he was talking about the tape from The Ring, with his spooky demeanor here likely being responsible for his later role as the host of Beyond Belief: Fact or Fiction a few years later.
Personally, I’d argue that the Alien Autopsy phenomenon had just as much of an impact on me as a horror fan as The Blair Witch Project, a film that was almost certainly influenced by the success of this immensely popular hoax (to the point where they even produced their own TV special commenting on Heather’s found footage). Even if Fox didn’t intend to produce a narrative feature about the aftermath of the Roswell crash, the end product still holds up remarkably well as a highly entertaining mockumentary exploring the idea that we may not be alone in the universe.
While neither Santilli nor the rest of the production team has ever commented on this, I also think it’s very likely that the idea of a faux Alien Autopsy could have been influenced by Dean Alioto’s The McPherson Tape/UFO Abduction. I’ve already written about how this granddaddy of found footage was co-opted by rogue ufologists who began selling bootlegs of the tape at conventions as if it were real evidence of a close encounter, so it’s not that much of a stretch to imagine that Santilli and company could have heard about this phenomenon and been inspired to come up with their own highly profitable hoax.
At the end of the day, it’s unlikely that the Alien Autopsy film is recreating any real footage from Roswell, but I can still appreciate the short and the accompanying television event as a standalone horror story that still influences the way we see found footage to this very day.
After all, the possibility that something could be real is often much scarier than finding out for sure – and that’s why I think Alien Autopsy: Fact or Fiction is still worth revisiting three decades down the line.
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