film, he offered every audience member a $1,000 life insurance policy from Lloyd's of London against death by fright during the film. Castle promoted the film with TV commercials and previews that focused more on the life insurance policy than the film. The public bought it and the film was a financial, if not critical, success. William Castle added a gimmick to most of his films over the next ten years. Casting Actress Joan Marshall was cast in the dual role of Emily/Warren, credited under the stage name Jean Arless. This led some publications to erroneously assume the part was her first credit. Originally, Castle had intended to cast two different actors for the roles of Emily and Warren. After auditioning for the role of Emily, Marshall returned to visit Castle at his office dressed as a man to audition for the part of Warren: "My secretary, not recognizing her, asked the man his name," Castle recalled. "The transformation was indeed astonishing." Marshall's effective auditions for both parts convinced Castle to cast her in the dual role. Filming Principal photography for Homicidal began on November 1, 1960, in Ventura and Solvang, California. For her scenes playing Warren, star Marshall had her hair cut like a man's and dyed brown, wore brown contact lenses and had prosthetic appliances made to alter the shape of her nose, mouth and hands. Release Homicidal was released theatrically in the United States on June 28, 1961. It after received a theatrical run in New York City beginning on July 26, 1962. The "Fright Break" Based on the success of Castle's previous films, Columbia Pictures agreed to implement his concept for a "Fright Break." This entails a 45-second timer which overlays the film's climax as the heroine approached the house harboring a sadistic killer. A voice-over advised the audience of the time remaining in which they could leave the theater and receive a full refund if they were too frightened to see the remainder of the film. To ensure the more wily patrons did not simply stay for a second showing and leave during the finale, Castle had both numbered and different colored tickets printed for each show. About 1% of patrons still demanded refunds, and in response Castle decided to spotlight the people who chose to leave by creating a "Coward's Corner." Print ads promoting the film emphasized this "Fright Break" gimmick. The "Coward's Corner"