Psycho (film) - Promotion

Promotion

Hitchcock did most of the promotion on his own, forbidding Leigh and Perkins to make the usual television, radio, and print interviews for fear of their revealing the plot. Even critics were not given private screenings but rather had to see the film with the general public, which, despite possibly affecting their reviews, certainly preserved the plot.

The film's original trailer features a jovial Hitchcock taking the viewer on a tour of the set, and almost giving away plot details before stopping himself. It is "tracked" with Bernard Herrmann's Psycho theme, but also jovial music from Hitchcock's comedy The Trouble with Harry; most of Hitchcock's dialogue is post-synchronized. The trailer was made after completion of the film, and since Janet Leigh was no longer available for filming, Hitchcock had Vera Miles don a blonde wig and scream loudly as he pulled the shower curtain back in the bathroom sequence of the preview. Since the title, "Psycho," instantly covers most of the screen, the switch went unnoticed by audiences for years. However a freeze-frame analysis clearly reveals that it is Vera Miles and not Janet Leigh in the shower during the trailer.

The most controversial move was Hitchcock's "no late admission" policy for the film, which was unusual for the time. It was not entirely original as Clouzot had done the same in France for Les Diaboliques. Hitchcock thought that if people entered the theater late and never saw the star actress Janet Leigh, they would feel cheated. At first theater owners opposed the idea, claiming that they would lose business. However, after the first day, the owners enjoyed long lines of people waiting to see the film.

The film was so successful that it was reissued to theaters in 1965. A year later, CBS purchased the television rights for $450,000. CBS planned to televise the film on September 23, 1966, but three days earlier, Valerie Percy, daughter of Illinois senate candidate Charles H. Percy, was murdered. As her parents slept mere feet away, she was stabbed a dozen times with a double-edged knife. In light of the murder, CBS agreed to postpone the screening, but as a result of the Apollo pad fire of January 27, 1967, the network washed its hands of Psycho, and shortly afterward Paramount included the film in its first syndicated package of post-1950 movies, "Portfolio I." WABC-TV in New York City was the first station in the country to air Psycho (with some scenes significantly edited), on its late-night movie series, The Best of Broadway, on June 24, 1967. Following another successful theatrical reissue in 1969, the film finally made its way to general television airing in one of Universal's syndicated programming packages for local stations in 1970. Psycho was aired for twenty years in this format, then leased to cable for two years before returning to syndication as part of the "List of a Lifetime" package.