[Egekrusher]

The scare factor and, as Vodstok said, the atmosphere.

In order for me to truly like a horror movie, it must emanate darkness. No comedy, no bullshit. The Ring succeeded in this aspect. The entire movie was set up to give you an ominous feeling of dread. It was gray, even in the sunlight. Everything just felt grim, without being overly dramatic about it. Once you have this kind of atmosphere set up, the scare factor is very easy to achieve, though VERY few movies set up the atmosphere well enough to actually scare you. The Ring is a gem in my eyes. Most modern horror movies have comedy/drama/teenie bopper aspects that just don't cut it. They are out to make money, not necessarily to scare you. I refuse to see most of the new horror that comes out for this very reason.

Scare me, please, I'm waiting, GODDAMMIT.