Ahead of the premiere of IT: Welcome to Derry on 27 October, Warner Bros. Discovery has transformed Singapore’s Orchard Road into a chilling reimagining of Derry, Maine.
The activation takes over key spots in Orchard with a full digital bus shelter buyout and haunting projections at Midpoint Orchard. Commuters emerging from Somerset MRT will enter a sinister Somerset linkway, each step drawing them deeper into Pennywise’s lair.
On the night of the launch, 23 October, eerie figures straight from 1960s Derry — the ITWTD wanderers — silently roamed the streets clutching the iconic red balloon, sparking intrigue and conversations both online and offline.
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The activation was strategically timed around Halloween when many brands roll out seasonal campaigns.
Beyond the streets, the activation extends to DOOH as well.
OOH horror campaigns have been gaining traction across the region. In Malaysia, Warner Bros Malaysia brought terror to the streets of Klang Valley ahead of The Conjuring: Last Rites, with iconic franchise characters Valak and Annabelle surprising passengers in specially themed Grab rides. “We love bringing terrifyingly fun experiences to scare up a major buzz for the movie,” said a Warner Bros Malaysia spokesperson at the time.
This isn’t the first time Warner Bros has brought horror into everyday moments. Its Final Destination: Bloodlines campaign, crafted by the studio’s in-house marketing team, aimed to stir paranoia and “bring fresh trauma” to audiences outside the cinema.
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