This bit of campaign promotion came with the Cat and the Canary pressbook. El-Wyn, a magician, was the first to realize that putting in seance-related spookiness into a regular magic show, done after hours, would generate buzz and bucks. In 1929, his Midnight Spook Party captured audiences looking for chills and fun. Spook Shows lasted for decades until television and horror hosts took the buzz to the boob tube. Cardone (read my review), a contemporary magician, is keeping the tradition alive.
Love that movie!