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By John McCarthy | Media editor

August 16, 2017 | 2 min read

The latest adaptation of Stephen King’s IT is soon to hit cinemas so to make audiences feel the fear Warner Bros has released a virtual reality experience that sees viewers stalked by childhood-ruining, antagonist Pennywise the Clown.

IT: Float - A Cinematic VR Experience is a 360-degree video optimised for virtual reality headsets that was released to help immerse viewers in the horrific world of IT, the town of Derry Maine.

The creative from SunnyBoy Entertainment sees viewers drift through the town and its sewers, like an outer-body experience nightmare, as they are taunted by Bill Skarsgard’s malevolent Pennywise the Clown. While movie marketing efforts fail to correctly realise the potential of virtual reality content, horror lends itself well to emotional and immersive experiences.

The four and a half minute experience is available across Facebook, YouTube, a dedicated hub and more. The movie launches in the UK 8 September.

Studios are working to bring VR content into the mainstream. Warner Bros is also working with Imax to deliver bespoke experiences around the Justice League.

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Furthermore, Sony is exploring a future where VR is not merely used to market movies, but is the primary medium in which the video is consumed.

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