Among the pleasures an Alfred Hitchcock film affords its viewers is the chance to spot the director in one of his signature cameo appearances: as part of a crowd in The Lodger, as a card player in Shadow of a Doubt or as the illustration for a newspaper ad in Lifeboat. Such cameos, argues Thomas Leitch are but the most obvious in a whole series of cinematic games devised by Hitchcock to engage, delight, manipulate, and challenge his audiences.