The big screen adaptation of Stephen King's creepy clown tale is on course for a record-breaking weekend at the North American box office.
"It" beat "Deadpool"'s record for Thursday night sales to land the biggest R-rated movie launch in history, with $13.5 million from previews. Ryan Reynolds' superhero movie landed $12.7 million from previews in February, 2016.
The figure is also the largest horror pre-show gross ever and the largest September preview.
Industry experts are convinced It could hit $100 million over the weekend.
Director Andy Muschietti is already at work on an It sequel.