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There's a sense of familiarity in a movie like Insidious. Horror movies these days are a dime a dozen. But Insidious' familiarity comes from a deeper place; it comes from true classics like Poltergeist or even Paranormal Activity, who's producers helped get this film done. Those films work because the have a handle on their atmosphere (something every good horror film has). If you can't control the tone of your film, how can you hope to control the tone of your audience? The answer to that seems easy - that's why films like The Fog get remade, and films like Boogeyman are conceived every day. Tell some audiences to be afraid, and naturally they will be. An example of making your audience afraid, rather than simply suggesting their fear, is a Japanese film called Ju-on, later re-filmed as The Grudge (to, arguably, the same effect). An even better example, Psycho.
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