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Book Review: ‘Step Right Up: I’m Gonna Scare the Pants Off America’

William Castle’s Memoir Gets a Reprint

Above: William Castle and some of his fan club members.

William Castle has returned from the grave. Well sort of. Guest blogger Miguel Rodriguez reviews the reprint of Castle's memoirs, "Step Right Up: I'm Gonna Scare the Pants Off America."

When I was a child, I was introduced to the actor Vincent Price after my mother rented a copy of Roger Corman's "The Raven." I had nearly memorized Poe's poem, and was looking forward to the film version. Anyone who has seen Vincent Price facing off against Peter Lorre in that particular picture knows that I got a tad more than I had bargained for. After the initial confusion wore off, my young self couldn't help but be charmed by the fun the actors seemed to be having. I found Price again in an oversized hardcover children's encyclopedia on old horror movies that my elementary school library kept on the shelves. The devious picture of Price was from a film called "The Tingler." I read about the film, having never seen it, and was fascinated to discover the gimmick "PERCEPTO” (theater seats rigged with a vibrating contraption to buzz audience members) that people who attended the film were able to experience. It sounded like the greatest, most memorable movie-going experience possible to my growing mind. I wondered if I would ever be able to experience PERCEPTO firsthand. I read more about the director responsible, and how he became known for similar different gimmicks in several other films. And that is how, at the age of 8 or 9, William Castle became the first film director whose name I knew by heart.

Darryl Hickman (brother of "Dobie Gillis'" Dwayne), Judith Evelyn, and Vincent Price compete with the gimmicks in "The Tingler."

Columbia Pictures

Above: Darryl Hickman (brother of "Dobie Gillis'" Dwayne), Judith Evelyn, and Vincent Price compete with the gimmicks in "The Tingler."

Ever since those days, I have had a love for the films of William Castle. His sense of fun can be felt in every one of them. It would be a few years before I was finally able to see "The Tingler," but when I finally discovered it on a dusty VHS at the Columbia Public Library I was not disappointed. To this day, the greatest joy I get from that picture comes right at the beginning, when Castle tells everybody that they must scream to save themselves from a terrible fate. Through his warnings, the sheer delight he felt was clearly apparent, and that delight is an infectious thing. Thanks to William Castle Productions, Castle's memoir "Step Right Up: I'm Gonna Scare the Pants Off America" is back in print, and--finally--I was able to read it.

I realize what I have done with the first part of this review is to make myself seem biased, and perhaps I am. I loved reading the book, which really feels less like a memoir and more like the reader is sitting at a bar with William Castle himself, listening enrapt as the eccentric director regales him or her with various anecdotes from a life of film. The structure is loosely chronological, but throughout it is simply an elaborate collection of brief stories written in a casual, inviting voice. Although Castle gives some minor facts from his life—changing his last time to Castle from its German version Schloss, for example—he doesn’t really go into too much autobiographical detail. Almost every anecdote that drives the memoir is related to the theater or the big screen, as if they were really what defined him.

Some of the greatest stories come from William Castle’s working relationship with the legendary volatile president of Columbia Pictures Harry Cohn, his experiences doing second unit work for Orson Welles on "The Lady from Shanghai," his difficulties as producer during and after production on "Rosemary’s Baby," and of course his assortment of fright flicks and the gimmicks that went with them. William Castle is best known for those gimmicks, and I suspect that is why more pages are devoted to "The Lady from Shanghai" and "Rosemary’s Baby" than all of the films he directed himself combined.

That said, the same joy that one can sense in the introduction of "The Tingler" can be felt in the description of each gimmick and the ideas that inspired them. The word “gimmick” has a negative connotation, usually of crassness or soulless consumerism. Reading "Step Right Up" I couldn’t help but feel the childlike elation that went into designing each gimmick, from PERCEPTO to EMERGO, from Lloyd’s of London’s Insurance against death by fright to the Coward’s Corner. Each of these was elaborate, imaginative, and expensive. They may not have been high art, but they were a Hell of a lot of fun, and I don’t think that is a bad thing.

One of the posters for "The Tingler" promoting "Percepto."

Columbia Pictures

Above: One of the posters for "The Tingler" promoting "Percepto."

William Castle was a performer who lived for the thrill of entertaining audiences. That part of his personality permeates "Step Right Up! I’m Gonna Scare the Pants Off America." As the title suggests, he treated a lot of his films as a circus show to be enjoyed by young and old—grand escapism. Reading the book feels much the same way. As such, I wonder at the absolute veracity of some of the stories. They are all so entertaining that I suspect some level of embellishment on the part of the author. I don’t know for sure, and I really don’t care. It’s no more or less than I would expect from a good friend telling me all about his experiences on set.

The cable network Turner Classic Movies recently showed "The House on Haunted Hill" and "The Tingler" back to back, and the host was film critic David Edelstein. He talked about how he was lucky enough to get one of the rigged chairs when he saw "The Tingler" in the theater when it premiered. I wonder if Mr. Castle knew his wacky idea would be talked about on a classic film forum half a century later. Looks like I have the chance to ask him. William Castle Productions announced last year that William Castle himself has come back from the grave—his latest and greatest gimmick. A new young adult horror book—penned by Castle—is now out called From the "Grave: The Prayer. If anyone could do it, it would be William Castle.

--Miguel Rodriguez is the host of Monster Island Resort Podcast and the director of Horrible Imaginings Film Festival that is coming up November 4 and 5 at the Tenth Avenue Theater. Castle's "13 Ghosts" screens Wednesday at the San Diego Central Library but more on that tomorrow.


Avatar for user 'Miguel Rodriguez'

Miguel Rodriguez | October 25, 2011 at 11 a.m. ― 4 years, 6 months ago

Thank you Beth for letting me discuss this fun book! I highly recommend it for fans of film--it's quick and really enjoyable.

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Avatar for user 'Byronik'

Byronik | October 25, 2011 at 11:40 a.m. ― 4 years, 6 months ago

Very interesting stuff. Come see our stage presentation of The Raven and Cask of Amontillado at the Victory Theater, 2558 Imperial Avenue, San Diego, before we close the show Nov. 6.

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Avatar for user 'Miguel Rodriguez'

Miguel Rodriguez | October 25, 2011 at 12:36 p.m. ― 4 years, 6 months ago

Thank you, sir! I actually plan on seeing your performance next week!

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Avatar for user 'scalawag'

scalawag | October 25, 2011 at 1:22 p.m. ― 4 years, 6 months ago

Your review and your brief discussion of Castle's gimmicks reminds me of a PT Barnum quote from the introduction to Herman Melville's The Confidence Man:

"The greatest humbug of all is the man who believes--or pretends to believe--that everything and everybody are humbugs. We sometimes meet a person who professes that there is no virtue; that every man has his price, and every woman hers; that any statement from anybody is just as likely to be false as true and the only way to decide which, is to consider whether the truth or a lie was likely to have paid best in that particular case. Religion, he thinks one of the smartest dodges extant, a first rate investment, and by all odds the most respectable disguise that a lying or swindling business man can wear. Honor he thinks is a sham. Honesty he considers a plausible word to flourish in the eyes of the greener portion of our race... Poor fellow! he has exposed his own nakedness. Instead of showing that others are rotten inside, he has proved that he is."

From Barnum's Great Buffalo hunt to Castle's Percepto and Coward's Corner, a clever gimmick is its own reward (as is a clever humbug).

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Avatar for user 'Miguel Rodriguez'

Miguel Rodriguez | October 25, 2011 at 4:05 p.m. ― 4 years, 6 months ago


What a fantastic comment, and how apt to draw the comparison to PT Barnum! Thank you so much for adding such a thoughtful quote and comment. I do think it is human nature to suspect the worst in people. Let's lighten up!

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Avatar for user 'Tone_Milazzo'

Tone_Milazzo | October 26, 2011 at 2:56 p.m. ― 4 years, 6 months ago

I think of art as a mixture of art, or vision, and craft, ability. I wonder if gimmick should be a third axis because it's not quite vision and it's tangential to the story and the medium.

Maybe all three elements from the from same primordial mass and that which doesn't evolve into art or craft it processed as gimmick?

Or maybe I'm over thinking this.

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Avatar for user 'Miguel Rodriguez'

Miguel Rodriguez | October 26, 2011 at 3:05 p.m. ― 4 years, 6 months ago

I guess it all depends on one's definition, of course. I don't think PERCEPTO necessarily helps to elevate human experience to a higher plane, but I do think Castle was sincere in his desire to entertain audiences. That sincerity went a long way toward his success. Also, he was good enough at those gimmicks and knowing what the public wanted that one could use the phrase, "he turned them into an art form."

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Avatar for user 'Miguel Rodriguez'

Miguel Rodriguez | October 26, 2011 at 3:06 p.m. ― 4 years, 6 months ago

Also, I hope everyone is checking out Beth's radio piece with William Castle, in which she interviews his daughter Terry Castle!

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