Mr. Sardonicus (1961)
Colombia Pictures executives told director William Castle to film an alternate, happy ending for this dark movie. Castle turned the episode into a publicity opportunity, giving audience members cards with thumbs-up and thumbs-down to "vote" for the main character's fate. Castle apparently understood human nature well -- there are no accounts of audiences wanting a happy ending. But he may not have known their movie desires quite as well because they gave their thumbs-down to the movie.