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Director Jeffrey Schwarz delves into the life and career of William Castle, a producer of horror films who had a natural talent for creating attention-grabbing -- and seat-filling -- gimmicks to promote his various projects in his 1950s heyday. Some particular gimmicks of note include a flying skeleton and life insurance policies. Conducting interviews with the likes of John Waters, John Landis and more, Schwarz gains insights from not only other filmmakers, but from Castle's fans as well.