Writer-director Larry Cohen continued to twist genre conventions in pictures such as "Q" (aka "Q: The Winged Serpent"; 1982): "the kind of movie that used to be indispensable to the market: an imaginative, popular, low-budget picture that makes the most of its limited resources, and in which people get on with the job instead of standing around talking about it." In 1981, New Line Cinema put out "Polyester", a John Waters movie with an estimated $300,000 budget and an old-school exploitation gimmick: Odorama. In October that year, a gore-filled yet stylish horror movie made for less than $400,000 was premiered at a theater in Detroit. The writer, director, and co–executive producer of "The Book of the Dead", Sam Raimi, was a week shy of his twenty-second birthday; star and co–executive producer Bruce Campbell was twenty-three. Retitled "The Evil Dead", it was picked up for distribution by New Line in 1983 and became a critical and commercial hit. Comparing it to "Night of the Living Dead", one reviewer said "it achieves a similarly claustrophobic intensity on a microscopic budget. It's a shoestring "tour de force"."