Who does Guy Ritchie think he is? William Castle?
Ten theaters across North America are equipped with special seats that will simulate the action during the upcoming [Guy Ritchie-directed] Sherlock Holmes thriller film screenings, to be released December 25 through the D-BOX Technology.
Audiences can experience the film from seats that move simultaneously with the onscreen action. The sensations of motion occur during specific scenes, while seats will stay still for dialogue-driven scenes.
William Castle, for those who don’t instantly get the parallel, achieved infamy back in the late 1950s/early ’60s when he rigged theaters with interactive gimmicks, as his campy-good-fun horror pictures (including House on Haunted Hill, 13 Ghosts, and The Tingler) played. For The Tingler (1959) about a creature that lives on spines and can only be killed by screaming at it, Castle laced seats with buzzers that went off during the film’s climax, to give the impression that the Tingler had been let loose in the theater, followed by an employee commanding the audience to collectively scream for their lives; 1958’s Macabre had taken the hype a step further, with Castle having given each ticket-buyer a $1,000 certificate for life insurance, in case he/she died from fear—–there were even nurses positioned in the lobby, and hearses parked outside.
This Sherlock Holmes trick falls directly in line with The Tingler. Frankly, I dig it. I’m far from optimistic about the Robert Downey, Jr. flick, so doing something that reminds me of the Castle days (an era I wish I was alive to experience firsthand) is a nice start toward the win-over. Chances are, the actual moving-chair bit will be more annoying than enjoyable, though. We shall see, come Christmas.
News spotted over at: The Independent
Bonus William Castle videos, after the jump: