The last time I had a barf bag handed to me at a movie theater was for a University of Washington screening of George Romero’s Martin, probably in 1979. I didn’t use it, but I appreciated the publicity gimmick. This kind of ploy has an old tradition; when a few audience members fainted at screenings of Frankenstein in 1931, Universal Pictures sent ambulances to stand by outside theaters in order to collect the ailing and garner press interest. John Waters used to like to say, “If someone vomits watching one of my films, it’s like getting a standing ovation,” a line that says as much about Waters as a marketer as it does about his status as a subversive moviemaker and shock-value specialist. Waters knew that even one report of viewers becoming physically sick at his movie would ratchet up interest for the subset audience that seeks out the edgiest thing.
The gimmick still works, as the pre-release chatter around Raw demonstrates. Viewers at film festivals rushed to the restrooms in mid-screening, and suddenly, this blood-soaked tale of collegiate cannibalism became a must-see. Sure enough, when the movie opened in L.A. last week, the Nuart Theater handed out air-sickness bags to attendees. A charming touch, but it somewhat overshadows the film itself, which is quite serious in its ambitions.