In an article for IMDB, Thomas Doherty presents a fascinating look at how Alfred Hitchcock's 1960 classic "Psycho" changed the patterns of behavior of moviegoers. Doherty points out that from the inception of cinema, audiences "dropped in" to movie theaters in a haphazard fashion, often after the feature presentation was well under way. They would then stay through the start of the film until they got to the scene they saw when they entered the theater. Studios and theater chains launched campaigns to convince movie fans that this behavior was self-defeating. Not only was a film often incomprehensible when seen under such circumstances, it also affected appreciation of the artistic manner in which movies were constructed. However, the campaigns flopped- until Alfred Hitchcock personally oversaw the marketing campaign for "Psycho" in 1960. This extended to the film's classic trailer which didn't reveal a single frame of the film itself. Click here to read how the master director successfully convinced moviegoers to become more sophisticated in enjoying the cinematic experience.