Empire | 'It (2017)' Review


Back in 1986, when Stephen King first wrote It, his seminal 1,138-page horror epic about a clown-demon terrorising a small New England town, he probably wasn't thinking about search engine optimisation. Pity, then, the poor studio marketers hoping to gain Google ranking traction on a widely used third person singular pronoun. But, as it turns out, the Warner Bros. marketing team needn’t have worried: as that record-breaking trailer attests, Pennywise The Dancing Clown holds a deep-seated cultural cachet, and this latest adaptation from Mama director Andy Muschietti meets that huge expectation like a perma-grinning demon meeting an unsuspecting victim.

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