8 Haunting Horror Movie Gimmicks

Universal Pictures Home Entertainment
Universal Pictures Home Entertainment

In the 1950s and 1960s, horror movies were making studios huge profits on shoestring budgets. But after the market hit horror overload, directors and studios had to be extra creative to get people to flock to theaters. That's when a flood of different gimmicks were introduced at movie theaters across the country to make a film stand out from the crowd. From hypnotists to life insurance policies and free vomit bags, here's a brief history of some of the most memorable horror movie gimmicks.

1. PSYCHO-RAMA // MY WORLD DIES SCREAMING (1958)

In order to truly become a classic, a horror movie can't just work on the surface; it has to get deep inside of your head. That's what Psycho-Rama tried to achieve when it was first conceived for My World Dies Screaming, later renamed Terror in the Haunted House. Psycho-Rama introduced audiences to subliminal imagery in order to let the scares sink in more than any traditional film could.

Skulls, snakes, ghoulish faces, and the word "Death" would all appear onscreen for a fraction of a second—not long enough for an audience member to consciously notice it, but it was enough to get them uneasy. Obviously Psycho-Rama didn't really catch on with the public or the film industry, but horror directors, like William Friedkin in The Exorcist, have since gone on to use this quick imagery technique to enhance their own movies.

2. FRIGHT INSURANCE // MACABRE (1958)

Director William Castle didn't make a name for himself in the film industry by directing cinematic classics; instead, he relied on shock and schlock to help fill movie theater seats. His movies were full of what audiences craved at the time: horror, gore, terror, suspense, and a heaping helping of camp. But his true genius came from marketing—and the gimmicks he brought to every movie, which have since become legendary among horrorphiles.

His most famous stunt was the life insurance policy he purchased for every member of an audience that paid to see Macabre. This was a real policy backed by Lloyd's of London, so if you died of fright in your seat, your family would receive $1000. Now who wouldn't want to roll the dice on that type of deal? Of course, the policy didn't cover anyone with a preexisting medical condition or an audience member who committed suicide during the screening. Lloyd's had to draw the line somewhere, right?

3. HYPNO-VISTA // HORRORS OF THE BLACK MUSEUM (1959)

How do you make your routine horror movie stand out from the crowd? Hypnotize your audience, of course. Thus Hypno-Vista was born. For this gimmick, James Nicholson, president of American International Pictures, suggested that a lecture by a hypnotist, Dr. Emile Franchel, should precede Horrors of the Black Museum, which had a plot focusing on a hypnotizing killer.

For 13 minutes, Dr. Franchel talked to the audience about the science behind hypnotism, before attempting to hypnotize them himself in order to feel more immersed in the story. Nowadays it comes off as overlong and dry, but it was a gimmick that got people into theaters back in 1959. Plus, writer Herman Cohen said that eventually the lecture had to be removed whenever the movie re-aired on TV because it did, in fact, hypnotize some people.

4. NO LATE ADMISSION // PSYCHO (1960)

Though this isn't the most gimmickiest of gimmicks, Alfred Hitchcock's insistence that no audience member be admitted into Psycho once the movie started got a lot of publicity at the time. The Master of Suspense's reasoning is less about drumming up publicity and more about audience satisfaction, though. Because Janet Leigh gets killed so early into the movie, he didn't want people to miss her part and feel misled by the movie's marketing.

This publicity tactic wasn't completely novel, though, as the groundbreaking French horror movie Les Diaboliques (1955) had a similar policy in place. This was at a time when people would simply stroll into movie screenings whenever they wanted, so to see a director—especially one so masterful at the art of publicity—who was adamant about showing up on time was a great way to pique some interest.

5. FRIGHT BREAK // HOMICIDAL (1961)

Another classic William Castle gimmick was the "fright break" he offered to audience members during his 1961 movie, Homicidal. Here, a timer would appear on the screen just as the film was hurtling toward its gruesome climax. Frightened audience members had 45 seconds to leave the theater and still get a full refund on their ticket. There was a catch, though.

Frightened audience members who decided to take the easy way out were shamed into the "coward's corner," which was a yellow cardboard booth supervised by some poor sap theater employee. Then, they were forced to sign a paper reading "I'm a bona-fide coward," before getting their money back. Obviously, at the risk of such humiliation, most people decided to just grit their teeth and experience the horror on the screen instead.

6. THE PUNISHMENT POLL // MR. SARDONICUS (1961)

The most interactive of William Castle's schlocky horror gimmicks put the fate of the film itself into the hands of the audience. Dubbed the "punishment poll," Castle devised a way to let viewers vote on the fate of the characters in the movie Mr. Sardonicus. Upon entering the theater, people were given a card with a picture of a thumb on it that would glow when a special light was placed on it. "Thumbs up" meant that Mr. Sardonicus would be given mercy, and "thumbs down" meant … well, you get the idea.

Apparently audiences never gave ol' Sardonicus the thumbs up, despite Castle's claims that the happier ending was filmed and ready to go. However, no alternative ending has ever surfaced, leaving many to doubt his claims. Chances are, there was only one way out for Mr. Sardonicus.

7. FREE VOMIT BAGS // MARK OF THE DEVIL (1970)

Horror fans are mostly masochists at heart. They don't want to be entertained—they want to be terrified. So when the folks behind 1970's Mark of the Devil gave out free vomit bags to the audience due to the film's grotesque nature, how could any self-respecting horror fan not be intrigued? It wasn't just the bags that the studio was advertising; it also claimed the film was rated V, for violence—and maybe some vomit?

8. DUO-VISION // WICKED, WICKED (1973)

Duo-Vision was hyped as the new storytelling technique in cinema—offering two times the terror for the price of one ticket. Of course Duo-Vision is just fancy marketing lingo for split-screen, meaning audiences see a film from two completely different perspectives side-by-side. In the 1973 horror film Wicked, Wicked, that meant watching the movie from the points of view of both the killer and his victims.

Seems like a perfect concept for the horror genre, right? Well, Duo-Vision wasn't just employed during the movie's most horrific moments; it was used for the movie's entire 95-minute runtime. The technique had been used sparingly in other films—most notably in Brian De Palma's much better film Sisters (1973)—but it had never been implemented to this extent. A little bit of Duo-Vision apparently goes a long way, because it fell out of favor soon after.

The Elder Wand from Harry Potter Will Be Surprisingly Important in Fantastic Beasts 2

Warner Bros. Entertainment Inc.
Warner Bros. Entertainment Inc.

For about a year now, Fantastic Beasts: The Crimes of Grindelwald has been using an image of the Elder Wand in promotional teases, as pointed out by The Ringer. You surely remember the instrument—which is said to be the most powerful wand to have ever existed in JK Rowling's Wizarding World—from the original Harry Potter series. So just how important will it be to the Fantastic Beasts sequel? Extremely.

According to Pottermore, the Elder Wand (also known as the Deathstick or "The Wand of Destiny") is the most sought after of the three Deathly Hallows. According to "The Tale of the Three Brothers," a fairy tale often told to wizard children, the Elder Wand was given to Antioch Peverell by Death himself. Whoever was able to reunite the wand with the other two Deathly Hallows—the Resurrection Stone and the Cloak of Invisibility—would become the Master of Death.

As such, the Elder Wand is extremely dangerous—and can be made even more so, depending on the intentions of the wizard who possesses it. As Dumbledore once ​said in The Tales of Beedle the Bard, "Those who are knowledgeable about wandlore will agree that wands do indeed absorb the expertise of those who use them."

So how does all of this connect to Fantastic Beasts? While in disguise in the first Fantastic Beasts movie, Gellert Grindelwald didn't carry the Elder Wand—though we know from previous installments that he had acquired it by the time the first movie takes place. Grindelwald stole the wand from Mykew Gregorovitch, stunning the wizard to gain the allegiance of the Elder Wand, sometime before 1926. But while promotional stills indicate that Grindelwald will have physical possession of the wand in this second movie, which witch or wizard has the wand's allegiance is less clear—after all, Newt Scamander captured Grindelwald at the end of the first film, and Tina Goldstein disarmed him.

However, we know from the Harry Potter series that Dumbledore takes possession of the Elder Wand after a duel in 1945, which is the same year the Fantastic Beasts series will end (so it's pretty safe to assume that Dumbledore and Grindelwald will face off in the series' fifth and final film). And Dumbledore's own words about how he came to possess the wand in Harry Potter and the Deathly Hallows are also particularly telling. "I was fit to own the Elder Wand, and not to boast of it, and not to kill with it," he stated in the novel. "I was permitted to tame and to use it, because I took it, not for gain, but to save others from it."

We'll have to wait until this weekend to see how it all plays out in The Crimes of Grindelwald, but this is one story that will take several more installments to tell.

Simon Pegg Says New Star Wars Films Are Missing George Lucas's Imagination

John Phillips, Getty Images for Paramount Pictures
John Phillips, Getty Images for Paramount Pictures

While many Star Wars fans were unimpressed with the most recent film in the Luke Skywalker saga, The Last Jedi, even those viewers would likely agree that the most recent slate of entries into the Star Wars franchise are much better than the prequel series ... right? Well, it might not be so black and white.

Simon Pegg, who appeared in The Force Awakens as Unkar Plutt, had previously slammed the prequels, specifically ​calling The Phantom Menace a "jumped-up firework display of a toy advert." But now he seems to have come to a new conclusion: Star Wars needs George Lucas.

"I must admit, watching the last Star Wars film [The Last Jedi], the overriding feeling I got when I came out was, 'I miss George Lucas,'" Pegg confessed on The Adam Buxton Podcast. "For all the complaining that I'd done about him in the prequels, there was something amazing about his imagination."

Pegg also shared the story of how he once met Lucas at the premiere of Revenge of the Sith, and that the legendary filmmaker gave him some advice.

"He was talking to Ron Howard and I think he'd seen Shaun of the Dead  because he immediately went, 'Oh hey, Shaun of the Dead!,' and shook my hand," Pegg recalled. "And George Lucas immediately changed his demeanor."

"Don't be making the same film that you made 30 years ago 30 years from now," Lucas told Pegg, according to the actor.

Of all the complaints about The Last Jedi, from Rey's parentage reveal to Luke abandoning the Force, the lack of George Lucas is not quite a popular criticism. But we are glad to know his influence is missed—by at least one person.

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