This 'Hereditary' Gimmick for the Japanese Release Would Make William Castle Proud

I love a good gimmick, especially one that harkens back to the good ol’ days when William Castle would hand out life insurance policies for the audience (he stationed nurses in the lobbies with hearses parked outside the theaters – Wiki) or offer them a “fright break” in the middle of the movie.

While I’ve already watched Ari Aster’s arthouse masterpiece Hereditary several times on home video, the film is just now about to debut to Japanese audiences – just in time for Halloween. If you thought the film was overhyped here in the States, just wait until you see what they’re doing in Japan.

According to this tweet, audiences can purchase eyeshades – boasting the petrified eyes of Toni Collette – to put on when the movie gets too scary for them. eBay, here I come…