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Recently, we borrowed Psycho from the library, thinking we would relive the hair-raising fright we experienced the first time we saw the movie. But compared to most movies and television shows we’ve seen lately, its shower murder scene was downright tame and all our hairs remained in place.
In 1960 when it was released, the bloody shower scene and whodunit conclusion were shocking. Moreover, its director, Alfred Hitchcock, created so much buzz before the release and before every engagement that people stood in line to see the movie like none before.
You see, Hitchcock employed these novel publicity tactics:
• Included this warning in every trailer advertisement with show times specifically noted: No one…but no one…will be admitted to the theater after the start of the performance of Psycho. You must see the movie from the beginning. Why: to help you enjoy Psycho more. We only have your enjoyment in mind.
• Distributed manuals on the “care and handling of Psycho” to theater managers throughout the country.
• Released the movie on the same date in New York City, Boston, Philadelphia and Chicago.
• Hired Pinkerton police to stand outside theaters beside a sign that read: We won’t allow you to cheat yourself. No one…but no one…will be admitted to the theater after the start of the performance of Psycho.
• Instructed theater managers to keep theaters empty and ticket holders standing outdoors until just before movie was to begin. The resulting long lines were a visible confirmation that Psycho was THE movie to see.
Electrifying and entertaining. After you’ve seen the movie, don’t tell your friends the horrifying secrets.
Hitchcock’s PR tactics worked so well, according to Wikipedia, that the movie “broke box-office records in Asia, Japan, China, France, Britain, South America, the United States and Canada…. It is one of the largest-grossing black-and-white films and helped make Hitchcock a multimillionaire.” Hmm.
Copyright © 2010 Nikki Evans, Spotlight Writing