Stephen King is letting fans know just how excited he is about the release of IT. How? He placed one red balloon in a front window of his home. Right next to his porch, visitors can spot the balloon, floating lonely in the window.

King’s home in Bangor, Maine is a popular tourist spot and it didn’t take long for many to notice the new addition to his window. With the significance to IT, we have to give props to King on this clever marketing tool that comes ahead of the movie’s release on September 8th.

Check out a video below from WMTW to spot the red balloon!

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