One of the true but unspoken shames of the horror convention industry is that, if you make one horror film that is moderately well known, you will be able to live off that moderate level of fame for the rest of your life, signing autographs and paying the bills when you’re unable to continue a career or move into a more populous genre of film. William Friedkin may be one of the only film directors who made one of the most iconic horror films in American history, and has never in his career settled back on that comfort.
"Bug" is a prime example how poor marketing can destroy a film's chances to find an audience. The ominous voice in the trailer drones, “They live in your blood... and they feed on your brain. This spring from the Academy Award winning director of the Exorcist comes the movie the Chicago Tribune calls 'one of the most disturbing horror movies imaginable.' Bug.”