How Alfred Hitchcock Marketed Psycho

Alfred Hitchcock was obsessed with secrecy as he worked on his 1960 classic, Psycho.

He bought the rights to Robert Bloch’s novel that served as the basis for the film, then bought as many copies of the book as he could to keep readers from learning the ending. He swore cast members like Anthony Perkins to secrecy and refused to tell them the ending right up until it was time to film it. Studio execs didn’t even see the script.

But his most intense anti-spoiler efforts doubled as a powerful marketing strategy during its run in theaters across the country. Moviegoers were forbidden from entering the theater after the film started and the title card was shown.

The only way to enjoy Psycho was from the very beginning.

Psycho’s Marketing Includes Strict No-Spoiler Policy

Theaters had to create whole new ticketing procedures to handle the policy. Guards were on hand at some theaters to enforce the rule, and lobbies played dry voiceovers from the Master of Suspense himself encouraging viewers not to spoil the ending.

“This of course is to help you enjoy Psycho more. We really have only your enjoyment in mind,” Hitch said over the loudspeaker.

It was common at the time for people to come into a movie halfway through and stay for the next showing to catch what they missed. By turning people away once Psycho started, theater operators risked losing money. Paramount even produced videos with testimonials encouraging other theater owners to stick to the policy.

Psycho’s release and new theater rules came with a robust ad campaign encouraging viewers to “keep the story a secret.” The marketing impact was clear. Asking people not to talk about Psycho had everyone talking about Psycho.

Today, anti-spoiler efforts are big business. Hitchcock helped establish that playbook with his serious yet tongue-in-cheek efforts on Psycho. He understood the power of information (or lack thereof) in compelling marketing.