worsening of existing mental health disturbances, after viewing a film. The symptoms first presented as sleep disturbances and anxiety, but one day later the patient was screaming "Sharks! Sharks!" and experiencing convulsions. This case study caused the film to become notable in the medical community alongside The Exorcist for causing stress reactions in its viewers, and was later used in a study by Brian R. Johnson to test how susceptible audiences were to cinematic stress inducers. His study found that stress could be induced by cinema in segments of the general population, and Jaws specifically caused stress reactions in its viewers. While Johnson could not find an exact cause for the stress response in viewers, whether it be the suspense, the gore or the music production, a 1986 study by G. Sparks found that particularly violent films, including Jaws, tended to cause the most intense reactions in viewers. Release Marketing Universal spent $1.8 million marketing Jaws, including an unprecedented $700,000 on national television spot advertising. The media blitz included about two dozen 30-second advertisements airing each night on prime-time network TV between June 18, 1975, and the film's opening two days later. Beyond that, in the description of film industry scholar Searle Kochberg, Universal "devised and co-ordinated a highly innovative plan" for the picture's marketing. As early as October 1974, Zanuck, Brown, and Benchley hit the television and radio talk show circuit to promote the paperback edition of the novel and the forthcoming film. The studio and publisher Bantam agreed on a title logo that would appear on both the paperback and in all of the advertising for the film. The centerpieces of the joint marketing strategy were John Williams's theme and the poster image featuring the shark approaching a lone female swimmer. The poster was based on the paperback's cover, and had the same artist, Bantam employee Roger Kastel. The Seiniger Advertising agency spent six months designing the poster; principal Tony Seiniger explained that "no matter what we did, it didn't look scary enough". Seiniger ultimately decided that "you had to actually go underneath the shark so you could see his teeth." More merchandise was created to take advantage of the film's release. In 1999, Graeme Turner wrote that Jaws was accompanied by what was "probably the most elaborate array of tie-ins" including "a sound-track album, T-shirts, plastic tumblers, a book about the making of the movie, the book