The Movie: A movie which needs little introduction, Alfred Hitchcock's Psycho, adapted from the book of the same name by Robert Bloch, remains to this day one of the all time greatest thrillers. Based loosely on the exploits of real-life serial killer Ed Gein, the shower scene alone is perhaps one of the most iconic moments in the history of cinema. The Campaign: Anyone who has seen the biopic Hitchcock starring Anthony Hopkins will be more than familiar with the lengths the director went to in order to ensure as many people as possible saw his movie. After reportedly buying up as many copies of the novel as possible to prevent people giving away the twist, Hitchcock embarked upon what can only be described as the first pre-digital era viral campaign. Insisting that no one was allowed to enter the theatre once the movie had begun, he forbade the cast to engage in traditional pre-release interviews in case they gave anything away. Hitchcock proved himself not only a master filmmaker but an adept marketer, teasing and hyping his film up to the day of its release. Effectiveness: It is impossible to exaggerate the effectiveness of Hitchcock's marketing strategy in terms of the box office success of Psycho. Despite Paramount Pictures refusing to promote the movie themselves, it went on to earn an astronomical sum of money and was even re-issued in the cinemas a few years after its initial release. The legacy it left to marketing is as significant as its legacy to the horror genre.
