“It”, the film based on Stephen King’s horror story scared its way to the the op of the box office this weekend. In doing so, it broke the record for a debut in the month of September. This is welcome news for the film industry who is still trying to recover from an abysmal summer. It was the worst summer in over 10 years.
Viral marketing featuring a creepy clown and a red balloon helped drive excitement around the film that raked in $117.2 million USD in the U.S. and Canada. The budget for the Warner Bros. distributed film was $35 million. This is a very handsome return on the studio’s budget in just the first week of release. Initial opening projections pegged the number anywhere between $65-$85 million USD.