One of the kings of Schlock Horror, William Castle directed a couple of the best Vincent Price feature films of all time - The House on Haunted Hill and The Tingler. Both of these B-Movies have chilling openings - as was the case with Castle's work. He went to the trouble of rigging the theaters with vibrating seats. He handed out life insurance policies were you to die from fright. He even flew an inflatable glow in the dark skeleton over the heads of the audience.
Check him out here in the opening sequence of The Tingler.
William Castle (with cigar and fright):