20 Alternative 2017 Movie Awards

20. Best Marketing Campaign - It

When the first teaser trailer for your movie gets 197 million views in just 24 hours (becoming the most-viewed trailer ever on YouTube in the process), you know that the marketing team must be doing something right.

Dropping the first official image way back in July 2016, IT's slow-burning marketing campaign generated huge buzz for the project on social media and almost every conceivable media platform, a strategy that saw anticipation rise to fever pitch over the following year.

The atmospheric and unnerving trailers held back on jump scares and big reveals, opting instead to focus on tension and suspense, a refreshing change in a time when most trailers tend to blow all of their 'money shots' in the space of a 90-second ad.

The pitch-perfect advertising for Andy Muschietti's IT saw the $35m horror flick transform transcend the genre entirely to become a cultural phenomenon and box office juggernaut to boot, with a final box office total of $698.8m comfortably making it the highest-grossing horror movie in history.