American International Pictures aggressively marketed The Amityville Horror as if its supernatural terror had followed the story onto the production. The studio encouraged national press coverage of supposedly unusual incidents, echoing the heavily publicized claims surrounding The Exorcist. James Brolin later recalled that he and Margot Kidder were repeatedly asked whether anything strange had happened during filming. Because nothing had, the actors jokingly found themselves searching for trivial accidents—Brolin imagined having to report that his lunch had simply fallen into his lap. During later interviews, Kidder was even told to imply that disturbing events had occurred, although she ultimately admitted that the entire idea was fabricated: nothing paranormal happened on the set. The publicity campaign was so successful that Brolin and Kidder visited the real 112 Ocean Avenue residence with reporters before the premiere, helping blur the line between the film’s fictional horrors, the Lutz family’s alleged experiences, and a carefully engineered marketing narrative.
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