Saturday, October 24, 2009

Film Marketing How (not) To...

Filmmakers will do anything to convince suckers fans to go see their films. Case in point: the legendary B-movie horror filmmaker William Castle:

* Homicidal (1961): This film contained a "Fright break" with a 45 second timer overlaid over the film's climax as the heroine approached a house harboring a sadistic killer. A voiceover advised the audience of the time remaining in which they could leave the theatre and receive a full refund if they were too frightened to see the remainder of the film. To ensure the more wily patrons did not simply stay for a second showing and leave during the finale Castle had different color tickets printed for each show.[8] In a trailer for the film, Castle explained the use of the Coward's Certificate and admonished the viewer to not reveal the ending of the film to friends, "or they will kill you. If they don't, I will."[9] About 1% of patrons still demanded refunds, and in response:

"William Castle simply went nuts. He came up with 'Coward's Corner,' a yellow cardboard booth, manned by a bewildered theater employee in the lobby. When the Fright Break was announced, and you found that you couldn't take it anymore, you had to leave your seat and, in front of the entire audience, follow yellow footsteps up the aisle, bathed in a yellow light. Before you reached Coward's Corner, you crossed yellow lines with the stenciled message: 'Cowards Keep Walking.' You passed a nurse (in a yellow uniform?...I wonder), who would offer a blood-pressure test. All the while a recording was blaring, "'Watch the chicken! Watch him shiver in Coward's Corner'!" As the audience howled, you had to go through one final indignity -- at Coward's Corner you were forced to sign a yellow card stating, 'I am a bona fide coward.' Very, very few were masochistic enough to endure this. The one percent refund dribbled away to a zero percent, and I'm sure that in many cities a plant had to be paid to go through this torture. No wonder theater owners balked at booking a William Castle film. It was all just too damn complicated."

(wikipedia)

1 comment:

Jordan Harris said...

Hey - Archon Defender is on the YT movie spotlights. Sweet!

~ J