Warner Bros. knew they had a hit movie on their hands, but struggled on how exactly they could promote such a popular yet terrifying title in the event space.

Constructed at Hollywood & Vine in Los Angeles, The Neibolt House, was a hyper-viral destination designed by Grandesign to promote the release of New Line Cinema’s IT.

From the moment the activation was announced, the demand for the experience exceeded all expectations. More than 30,000 fans were invited to step inside the two-story IT house replica.

They were guided by the doomed “Georgie” and ventured room-by-room through immersive, film-inspired scenes complete with authentic film props.