Larsen Idealog

Shock and Awe: “The Tingler” Comes To The Twin Cities

During the television boom of the 1950's, there was widespread panic in Hollywood. Studios worried that audiences would stay home to watch newfangled TV — making movies a thing of the past.

In a desperate bid to win back (temporarily) dwindling audiences, studios tried marketing a tremendous array of special in-theatre presentation techniques — hoping to create an experience that could not be duplicated at home.

In 1951, "Bwana Devil," the first full-length 3-D movie was released. Various wide-screen processes, including Cinemascope, were also introduced during the period. Even one film ("Scent of Mystery") was presented in "Smell-O-Vision." In their desperation, the studios came up with some very creative (if not always tasteful) marketing tactics.

But one of the most unusual gimmicks of the time had to be "Percepto." Used with the 1959 horror film "The Tingler," starring Vincent Price, Percepto involved delivering what the producers called "a small electric shock" to the moviegoer via specially wired seats. (In actuality, there was no shock — just a buzzer under the seat cushion.)

This Halloween, movie fans in the Twin Cities area can once again experience the thrill of Percepto and the horror of "The Tingler." On October 31, for one night only, the Heights Theatre will screen a new 35mm print of the film — complete with Percepto.

With home theatres becoming more and more commonplace and theatre attendance once again on the slow decline, it's interesting to see this unusual piece of film — and marketing — history.

Tickets are now on sale. What better way to spend Halloween than with "The Tingler"?