Bill Skarsgard is set to executive produce and star in the series that will serve as a prequel to It, with the working title Welcome To Derry, for Max. The series will star Skarsgard as It/Pennywise, a role he first played in 2017's It and then in its 2019 sequel It Chapter Two. He joins the previously announced cast members Taylour Paige, Jovan Adepo, Chris Chalk, and James Remar. The director of the two It films, Andy Muschietti will also helm the series. The producers comprise Barbara Muschietti, Jason Fuchs, Dan Lin, and Roy Lee—the same four from the film franchise. The series will consist of nine episodes, and Andy Muschietti will direct at least four of them.

Set in Stephen King's 'It' universe, the series will build on Muschietti's vision for the two feature films, which collected a little over one billion worldwide. Andy and Barbara Muschietti, as well as Fuchs formed a story for the series based on Stephen King's novel.

Welcome To Derry also reunites Skarsgard with Warner Bros. Television Studios after Castle Rock, a WBTV co-production streamed on Hulu.

Skarsgard's upcoming projects also include the Nosferatu reimagining and The Crow remake.