William Castle — the showman-producer famous for theater stunts like Percepto (buzzers under seats) for The Tingler (1959) — brought his carnival-roadshow instincts to his final picture, Bug (released June 17, 1975). Castle hyped the picture with an eyebrow-raising publicity stunt: a million-dollar life insurance policy taken out for the film's insect star, billed as "Hercules" the cockroach, a deliberately lurid touch meant to sell tickets and headlines. Castle also pitched a far more tactile theater gag — rigging selected seats with mechanisms to simulate the sensation of crawling insects on patrons' legs — resurrecting the literal seat-shocks of his earlier career. Paramount balked at a wide rollout; the seat-rigging was implemented only in a few theaters, while the insurance policy and press-friendly creature-name did the heavy lifting of national publicity.
Follow the sources
Status and citations are supplied by the archive. AI concept art is an interpretation, not historical evidence.