GFF 2011: Watch at your Peril

William Castle's name is synonymous with gimmicks. He transformed his low-budget, genre films into events in which audience participation was not only encouraged but expected – sometimes whether the audience realised it or not. His methods helped to elevate his films above the numerous other genre pictures doing the independent movie theatre rounds in the 1950s and 60s, and he gained both popularity and notoriety as a result. Cinemagoers flocked to his films, eager to see what they, as well as the characters onscreen, would be subjected to.

Several of his unconventional schemes have become the stuff of legend. Castle cemented his status as gimmick king in 1958, when he offered the audiences of Macabre a certificate for a life insurance policy worth $1000, to be cashed in should they die of fright. In several of his films nurses would be stationed outside the movie theatre, ready to assist anyone with a weak disposition. He preyed on audiences' squeamish nature as frequently as he could. In 1961 he released Homicidal, including a 45-second “Fright Break” prior to the film's climax, during which overly-nervous people could leave and get a refund, though they were heckled and ridiculed in the process.

Audiences could influence the outcome of Castle's films too. He allowed viewers to vote for their desired ending to Mr Sardonicus, although reportedly the alternative, peaceful ending was never shown. He understood that viewers loved the spectacle he offered; whether it was providing them with glasses that could conceal or reveal the onscreen spooks as desired in Thirteen Ghosts, or having a glowing skeleton floating over the seats during House on Haunted Hill. Many of his gimmicks relied upon independent cinemas' willingness to participate, particularly during screenings of The Tingler. Viewers are reminded it's only a movie, but sometimes, it's much more.