Who's in Charge Here?

William Castle's THE TINGLER screens on TCM tonight, reminding me of a great story regarding its original theatrical release. Inventive marketer Castle rigged some First-Run theaters with under-the seat buzzers that tingled the sitters. At certain times during the film, a voice would shout out "Scream, scream. scream for you life or the Tingler will get you!" This was accompanied by a jolt of juice to the wired seats.

On cue, my friend Martin cooperated with a loud scream. An usher came quickly to him and told him to be quiet or he would be removed from the theater. As you watch this movie tonight, I suggest you follow that usher's advice.