The location is the Alamo Drafthouse Cinema in Austin, Texas, on the night of September 9, 2017. The movie in question is It, based on the Stephen King novel. The film features a demonic antagonist which spends much of the runtime in the form of a murderous clown named Pennywise.
The Alamo Drafthouse Cinema made headlines in recent months due to their decision to have a special screening of Wonder Woman open only to female moviegoers. This led to debates about whether the policy was discriminatory or would help women feel comfortable at the showing.
The idea of a clown-only showing comes from one sarcastic comment on the theater's Facebook page. It asked whether they planned to do “a male only screening for Thor: Ragnarok or a special screening for It that’s only for those who identify as clowns.” At the time, the theater responded “We might actually have to steal that clown idea.”
Apparently, they were not just "clowning around."
According to their official website, anyone dressed as a clown will be allowed entry into the special screening. While the film will begin at 7:00 PM, a pre-party will begin at 5:30 PM. Attractions include such "terrifying merriment" as a photo booth, a raffle with prizes, and face painters—because let's face it, every attendant is going to need a touch-up at some point.
While the clown gag has not attracted as much controversy as their Wonder Woman showing, many snappy quips have appeared on their Facebook page. One asks if they plan to do a "serial killers only" screening for the 2001 film Hannibal.
Don't give them any ideas.