I'm sure if they pulled the same trick with The Tingler today and have the buzzer underneath the seats you'd draw an audience just to see how they'd react. Much better then what we're getting now.
John Waters is a huge fan. He writes about Castle in one of his books, and describes the goods. THe book is called Crackpot. You might remember that Waters had a scratch and sniff card for his film Polyester. Big card, lots to sniff at. Funny movie, too.
He did it all in 1940's-50's ! in the 40's a B film director committed to the difficult budgets given and had major success with the many "crime doctor" films ! took on the 1950's Saturday matinee's ROAD SHOW's and wired the gimmick's everywhere in and outside the theater's !