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The obvious answer is that I want to be scared. I don't watch horror to be grossed out, repulsed, sickened, disturbed, etc. I watch it to be scared. A creepy atmosphere goes a long way, while pointless gore often ruins the mood. I guess this is why I've never cared for torture flicks - they aren't scary.
Besides the scare factor, the most important thing is that I want to care about the characters. The moment that this is no longer possible, the film falls apart.
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