As I mentioned in a previous blog, 3-D, a gimmick that first gained popularity back in the fifties, is now being looked at as a way to bring audiences back to movie theaters. Could the gimmicks William Castle came up with do the same? Wait a minute, who is William Castle you ask? What great cinematic innovations did he come up with? Could his gimmicks be done today? First things first…
The late William Castle is today considered the godfather of movie gimmicks. He didn’t create technical advances like 3-D, but his cinema tricks were fun and clever inventions that gave his audiences some cheap, carnival style thrills to go with his films.

Castle was a producer and director since the late ‘40’s, but it was a clever little movie he made in the late fifties called Macabre that launched him into the world of gimmickry. 3-D was of course a cheap enough gimmick to do on a large scale, but Castle came up with a great gimmick for Macabre that didn’t require glasses, or shooting a movie with a special camera.
The idea hit him in the middle of the night: He’d offer insurance to everyone who attended Macabre in case they died of fright. He heard Lloyds of London would insure anything and gave them a call. As Castle recalled in his autobiography, he told Lloyds, “Nobody’s gonna drop dead. It’s just a publicity stunt.” The movie opens with a shot of a wall clock, and a narrator tells us the following:
Ladies and Gentlemen, when the clock reaches sixty seconds, you will be insured by Lloyds of London for one thousand dollars against death by fright during Macabre. Lloyds of London sincerely hopes none of you will collect.
There were also nurses on duty in the lobby and an ambulance parked outside. Of course no one died watching the movie, but audiences showed up in droves, and Macabre was a big hit.

Above: Gimmick King William Castle
Castle recalled the gimmick for the film The Tingler came when he got shocked changing a light bulb. He then decided to put buzzers in the theater seats to give the audience a jolt, and he called the gimmick “Percepto.”
The Tingler, which starred Vincent Price, is about a monster that grips you and zaps you with electric shock. The only way you can stop it from electrocuting you is by screaming, which causes the creature to become paralyzed. Now Castle was determined to “buzz the asses of everyone in America,” and in the coming attraction for The Tingler, he personally promised that “for the first time in motion picture history, members of the audience, including you, will actually play a part in the picture.” The poster for the film showed an empty movie seat with the tagline: “Do You Have the Guts To Sit In This Chair?”

With the success of Macabre and The Tingler, the movies, and the gimmicks, kept coming. For 13 Ghosts, the audience were given 3-D glasses not to see things fly out of the screen, but to see the spirits floating around in the film that were invisible without the polarized lenses. For Mr. Sardonicus, you were given a card with a thumbs up on one side, a thumbs down on the other. At the end of the film, you held up the card and decided whether the title character lived (thumbs up), or died (thumbs down). Of course only one ending was shot, which is part of the P.T. Barnum spirit of all this. Even if you felt cheated, you probably had a good laugh over it.
Filmmaker Jeffrey Schwarz has recently completed his documentary on Castle, Spine Tingler, and it premiered at the Slam Dance film festival on January 22. Schwarz became a Castle fan when he saw a revival of The Tingler in New York at Film Forum, which he called “a life changing experience.” They buzzed the seats just like in the old days, and even the hip, pretentious downtown New York crowds loved it. “It’s always great when you can whip up an audience with that kind of hysteria,” Schwarz says.

The original Percepto motors have never been recovered from the original Tingler showings in the fifties, so theaters showing the movie today had to recreate the buzzing seats themselves. Schwarz says at one Tingler revival screening in San Francisco an audience member almost got electrocuted in his chair because they turned up the juice too high.
Obviously when you buy a copy of a Castle film on DVD it doesn’t come with a seat buzzer, so how are his movies without the gimmicks? Castle wasn’t Alfred Hitchcock, but he knew how to make good, entertaining thrillers, and you certainly don’t need a zap in the ass to enjoy them. “They’re all solidly made films,” says Schwarz. “They had a real economy of style. He never had a lot of money to play with, but he was able to tell a story in very interesting ways. The gimmicks added to the circus atmosphere of the movies and enhance your memory of them, but I think the films definitely hold up on their own.
“There was something very charming about what Bill was doing because it was so low rent and unsophisticated,” Schwarz continues. “You couldn’t do what he was doing today because it was very grass roots. Now it’s just so corporate and nobody takes any kind of chances. We’ve definitely lost the time where that could happen.”
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