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I think setting has a lot to do with it. i dont think dog soldiers is particularly frightnening, but the first time i saw it, my wife and i were watching it in bed at night, with the window wide open, with all of the lights off, when the werewolf crawled in through the window, i looked at ours and said "fuck this, im kinda cold..." and closed it.
Alfred Hitchcock insisted that theater owners play along with his little pranks that he wanted to spring on the audience to create more impact. I think the horror genre would be well served if they still did things liek that.
I bet if theaters were willing to play ball, they would increase their profits exponentially. Think about it, if the same horror movie was paying at 2 places, and one of them you Knew was going to pull some weird shit during the movie, whihc would you go to?
i think many casual horror fans would become hardcore with that kind of experience.
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