Macabre (1958) Fright Insurance
Director William Castle promoted the release of this thriller by offering $1,000 in life insurance from Lloyds of London to any moviegoer who died of fright. He also hired fake nurses to stand outside the lobby and parking a hearse outside the theater. The promotions were successful, and the film would gross nearly $5 million.
House on Haunted Hill (1959) Skeleton in theater
Director William Castle introduced a gimmick involving a plastic skeleton that would fly above the audience using a pulley system. Castle called the technique "Emergo," and it helped the film become a success.
Tingler (1959) Seats buzzers
Easly one of the most daring promotions, William Castle filmed The Tingler in Percepto". Castle had random seats rigged with tiny vibrating motors that would shake the seat as Vincent Price told the audience to scream as a means to protect yourself from the creature portrayed in the film.
13 Ghosts (1960) Ghost Viewer
When Director Wiliam Castle utilized 3D, he took it one step further, introducing the process known as Illusion-O. The audience was given a ghost viewer card that allowed you to see the ghosts on screen using a red filter. If you were too scared, you could use the blue filter on the same viewer to hide the spirits.
Homocidal (1961) Fright Break
After the success of Alfred Hitchcock's groundbreaking thriller, Psycho, William Castle, decided to capitalize by introducing a fright break near the film's shocking conclusion. Refunds were offered, but it required the movie viewer to be labeled a chicken, and they had to proceed to the coward's corner where you signed a yellow card declaring yourself a bonafide coward.
Mr. Sardonicus (1961) Audience Poll
William Castle appeared on screen as he explained the unique opportunity he was giving you the viewer. He held up a glow in the dark card with a thumb that the audience could show the projectionist whether Mr. Sardonicus should live or die. Castle expected the audience to pick thumbs down, and they did most of the time.
Zotz! (1962) Souvenir token
Each member of the audience was given a glow in the dark plastic "magic" souvenir coin similar to the one used in the movie.
13 Frightened Girls (1963) International Cast
A cold war spy film, Castle had a cast of attractive young girls who would play the daughters of the diplomats' in the movie. He publicized that he had 13 of the most beautiful young women and had versions of the film made with each actress given a more prominent part so that it could be shown in the country of that actress.
Strait-Jacket (1964) Cardboard Axe
Joan Crawford was cast in this thriller that Castle promised his investors would be free of gimmicks. At the last minute, he had cardboard axes printed to be given to moviegoers.
I Saw What You Did (1965) Giant Phone/Fright Section
A thriller centered on a pair of teen girls calling people to prank them, Castle had planned to use giant plastic telephones to promote the film, but Bell Telephone complained about prank calls. He instead advertised a shock section in the rear of the theater with seat belts to keep people from being startled out of their seats. This gimmick was dropped.
Bug (1975) Giant Roach
This movie would be the last movie that Castle would be involved with as he would pass away in 1977. The film was about mutant roaches that could cause fires. Castle advertised a million-dollar insurance policy for the star of the movie, a cockroach named Hercules.
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