William Castle's publicity machine for The Tingler was turned on well before the movie had even finished production. He had special crates made with large padlocks on them and armed guards in place on the Columbia lot to keep "The Tingler" at bay – purely for the benefit of the press, of course. A special publicity photo was released to the trade press of Vincent Price inspecting the crate, next to a sign which read "KEEP DISTANCE – IF TINGLER BREAKS LOOSE VACATE STAGE IMMEDIATELY – DO NOT PANIC! SCREAM!"

The film's trailer, like the film, had an introduction by Castle himself, hinting at the effects of the Percepto gimmick. Then over a montage of scenes from the movie, these words:
IMPORTANT! As you enter the theatre, you will receive instructions and special equipment to guard against attack by The Tingler! USE IT! DON'T BE EMBARRASED TO SCREAM! IT MAY SAVE YOUR LIFE! GUARANTEE: THE TINGLER WILL BREAK LOOSE IN THE THEATRE WHILE YOU ARE IN THE AUDIENCE!

In the film Price is seen reading a medical pamphlet (with the title printed on the back cover) called FRIGHT EFFECTS INDUCED BY INJECTION OF LYSERGIC ACID LSD25 – A PRELIMINARY REPORT.

The film's pressbook contained the usual suggestions for local exhibitors and stunts to drum up publicity, such as this gem: "The fact that 'The Tingler' exists in the backbone of humans can cue a contest to find the local girl with the prettiest backbone. The stunt can be worked as a contest on a local TV program or at the theater, the judging to be done by TV and newspaper personalities. The girls should wear bathing suits that expose their backs, with the finalists receiving certificates of merit, promotional gifts and guest ticket prizes. Go after photo coverage."

Many reviews and articles about The Tingler say somewhat misleadingly that the sequence with blood in the bathtub was "filmed in color." That isn't actually the case – color film stock was simply used to tint the liquid in the scene a blood-red. The scene plays in black-and-white with the exception of the liquid, lending a disturbing effect to the scene.

According to the film's Pressbook, Columbia's music division - Colpix Records - distributed a novelty 45rpm record based on The Tingler, and the flipside carried a song called "The 30 Foot Bride of Candy Rock." Exhibitors were encouraged to "go after disc jockey shows with this 'Tingler' novelty."

Theaters were also encouraged to offer theater patrons "'Tingler' ice cream treats with spices added" at the concession counter.

Screenwriter Robb White said that one problem with the Percepto vibrating motors was that kids would eventually locate the devices in the movie theaters. "They came and unscrewed the motors – broke them off and stole them. And they cost a lot of money."

A remake of The Tingler is slated for a 2009 release.

SOURCES:
Step Right Up! I'm Gonna Scare the Pants Off America by William Castle
Vincent Price: A Daughter's Biography by Victoria Price
Interview with Robb White in Return of the B Science Fiction and Horror Heroes by Tom Weaver
Interview with William Castle in Kings of the Bs: Working Within the Hollywood System Edited by Todd McCarthy and Charles Flynn
Scream for Your Lives! William Castle and 'The Tingler' (1999) – 16min. documentary on DVD of The Tingler
Original Columbia Pictures pressbook for The Tingler

by John M. Miller