The Alamo Drafthouse Cinema incident reminded me of these posters for Psycho (1960).
Alfred Hitchcock is one of my all time favourite directors, who not only made great movies but also managed to market them brilliantly, sometimes by featuring himself in the promos and trailers; yet never came off as some pompous showman.
“It is required that you see Psycho from the very beginning!”. “The manager of this theatre has been instructed at the risk of his life, not to admit to the theatre any person after the picture starts. Any spurious attempts to enter by side doors, fire escapes or ventilation shafts will be met by force. The sole objective of this extraordinary policy, of course, is to help you enjoy Psycho more.”