"Night of the Living Dead" premiered on October 1, 1968, at the Fulton Theater in Pittsburgh. Nationally, it was shown as a Saturday afternoon matinée – as was typical for horror films at the time – and attracted an audience consisting of pre-teens and adolescents. The MPAA film rating system was not in place until November 1968, so even young children were able to purchase tickets. Roger Ebert of the "Chicago Sun-Times" chided theater owners and parents who allowed children access to the film with such potent content for a horror film they were entirely unprepared for: "I don't think the younger kids really knew what hit them," he said. "They were used to going to movies, sure, and they'd seen some horror movies before, sure, but this was something else." According to Ebert, the film affected the audience immediately: