The Exorcist and Warner Bros. / 1970s
The Exorcist arrived in cinemas on December 26, 1973, amid an unusually aggressive release campaign and immediate controversy over whether the film had been classified too leniently. The Motion Picture Association of America awarded it an R rating rather than an X, allowing Warner Bros. to place it in mainstream theaters and giving children the theoretical ability to attend if accompanied by adults. Critics and members of the public accused the ratings system of accommodating the studio because an X rating would have damaged the commercial prospects of a troubled, over-budget production. Several cities attempted to ban the film outright or restrict children's access.
The public reaction became part of the spectacle. Audiences queued for hours in freezing weather, while some viewers fainted, vomited, or suffered physical distress during scenes such as the cerebral angiography sequence. Warner Bros. intensified the event-like quality by booking the film through four-wall distribution rental agreements, effectively taking control of the theaters and collecting the proceeds; it was described as the first major-studio use of that strategy. Sold-out screenings therefore became especially lucrative, helping the film recover its swollen costs and ultimately gross approximately $193 million in its original run. The rating controversy and reports of bodily reactions were not proof of a supernatural effect, but they turned the release itself into a national scandal and publicity phenomenon.
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