While everyone jumped out of their seats during Germany's premiere of IT, the biggest-grossing horror movie of all time, Burger King got creative and used IT as a chance to troll its competition.
Right before the credits ran, Burger King "hijacked" two spotlights and projected them onto the screen. The first read: "The moral is: never trust a clown," while the second was the Burger King logo.
The clown reference is clearly directed at the McDonald's clown mascot, Ronald McDonald. Judging by the crowd's reaction in the video above, the guerrilla marketing campaign was a hit and Burger King might have won itself some new customers.
After IT's record-breaking opening weekend, critics are loving the new Blade Runner 2049 movie.