Science of scares: Sky Cinema and NOW reveal formula for what makes a horror truly terrifyingMonday 28 October 2024
The average Brit watches 23 horror movies a year
A relatable and realistic storyline that blurs the lines between fiction and reality is key to a truly scary movie
The head-spinning scene from The Exorcist named scariest horror movie moment of all time, according to research from Sky Cinema and NOW
With 34million* Brits set to enjoy a horror movie this Halloween, new research from Sky Cinema and NOW has conjured the perfect horror movie formula, revealing the chilling cinematic elements that make Brits' blood run cold.
According to the study, whilst half (51%) of Brits struggle to sleep after watching a horror movie, 9 in 10 appreciate the unique thrill and rush that comes from being scared by a film. Afterwards, 8 in 10 say they need to do something to put their nerves at ease, like watching something light-hearted (23%), checking around the house (14%) or even sleeping with the lights on (13%).
Despite many movies incorporating guts and gore as a scare tactic, it turns out that this doesn't phase 88% of Brits at all.
The Fear Factors:
The research identified the most effective horror tropes:
Realistic horrors: Brits are more fearful of realistic horrors (60%) over traditional guts and gore (12%)
Anxiety inducing plot: Jump scares (27%) and plot twists (21%)
Classic villains still terrify: Serial killers or psychopaths (30%) remain the most feared antagonists, followed by demonic or possessed characters (25%) and ghosts or spirits (21%)
Location, location, location: Secluded areas (80%) and remote locations (77%) are the most fear-inducing settings, proving that isolation amplifies terror
Based on the research findings, Sky Cinema and NOW have identified the key elements for the perfect horror film. It must have a relatable and realistic storyline which blurs the lines between fiction and reality. There should be a healthy dose of jump scares and unexpected plot twists to keep viewers on their toes. A terrifying villain, such as a serial killer, demon, or ghost, to terrify viewers; and an isolated and eerie setting to heighten the sense of dread.
The study also found The Exorcist tops the list for Brit's top horror movie and scariest moment, while Nightmare on Elm Street's Freddy Kreuger is the most feared character:
For those looking to put the horror formula to the test, Sky Cinema and NOW offer over 1,000 movies on demand, including an array of top horror films, with titles including The Exorcist, Knock at the Cabin, Insidious, IT, Megan and Scream VI, as well asjump-scare, suspense filled movies like The Ring I & II and The Nun I & II.
Jamie Morris, Executive Director of Content Strategy and Performance at Sky, says: "Weve all got our favourite horror movies, the ones that really get under our skin, so we wanted to find out exactly what makes them so effective. Turns out, its a mix of things: realistic storylines that make you feel like it could actually happen, unexpected twists that keep you guessing, classic villains that tap into our deepest fears, and isolated settings that leave you feeling vulnerable. Films like The Exorcist and The Ring are masters of this formula, and thats why theyre still terrifying audiences today.
With Halloween just around the corner, were offering a huge range of horror movies on Sky Cinema and NOW, so viewers can explore what really scares them. Whether you're in the mood for supernatural frights, psychological tension, or iconic villains, Sky Cinema captures the essence of what makes horror truly unforgettable.
From terrifying classics like Rosemary's Baby and The Ring, to haunting new masterpieces like Scream VI, M3GAN, Annabelle: Creation, and Friday Night at Freddy's, Sky Cinema is the home of horror for fans this spooky season.
Stay home if you dare this Halloween with Sky Cinema. Upgrade for £10 extra a month. Offer ends 6th November.
Notes to editors
The research was conducted by Censuswide with 2,000 UK citizens (weighted to be nationally representative) between 11-14.10.2024. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles and are members of The British Polling Council.
*Based on the ONS adult population of UK and Wales at mid-2023
Upgrade for £10 extra a month. Offer ends 6th November. Prices may change during 24 month contract. £10 extra a month on 24-month contract (standard pricing after currently £19pm), available until 06/11. Requires Sky TV subscription (from £26pm). Prices may change. Further terms apply. https://www.sky.com/app/view/tv/cinema
Latest news
Sky Cinemas new Christmas advert celebrates connection, joy and the power of festive films
Sky and Prime Video extend multi-year deal
Sky News boards The Beast: a gripping documentary exploring perilous migrant journeys via an infamous freight train through Mexico
The Day of the Jackal' becomes biggest Sky Original ever
Europe Stories
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
09/10/2026
September 10 2026, 06:00 (PDT) Dolby Expands Dolby OptiView Platform with New Capabilities at IBC 2026
New Sports Intelligence helps providers better unders...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
12/09/2026
September 11, 2026
BUDAPEST & SEATTLE, 10 September 2026 - Qumulo and Colorfron...
12/09/2026
Calrec expands its IP ecosystem with new Type RT console and Apex M6 Modular I/O Platform at IBC 2026 Type RT is the centrepiece of Calrec's news at IBC 202...
11/09/2026
Spark series gains compact modelling stompbox
Positive Grid's Spark amps have become a popular part of the company's line-up, offering a convenient ...
11/09/2026
New flagship sequencing plug-in revealed
Rapid Flow have just launched a new 16-track sequencer plug-in which they say has been designed for total rhythmic...
11/09/2026
Rohde & Schwarz unveils the air-cooled R&S TM1 medium-power UHF transmitter at I...
11/09/2026
Friday 11 September 2026
Sky Sports extends US Open deal to 2030
Sky has agreed a three-year extension to its US Open deal, ensuring Sky Sports & NOW remains ...
11/09/2026
Wuppertal September 11, 2026
A Decade of Innovation: AMP VISUAL TV Builds on Ten Years of MediorNet EvolutionAMP VISUAL TV is continuing the evolution of its ...
11/09/2026
Wuppertal September 11, 2026
Mediacom Deploys Riedel Easy5G for Wireless Camer...
11/09/2026
Wuppertal September 11, 2026
Touring Video Expands Flexible Production Workflows With Riedel MediorNet and hiRiedel Communications today announced that Tourin...
11/09/2026
Wuppertal September 11, 2026
Riedel Technology Powers Record-Breaking Esports World Cup Production in ParisFrom July 6 to Aug. 23, 2026, Paris hosted the Espo...
11/09/2026
Article courtesy of Digital Production
Read the article
With Baselight 8 coming in 2027, the interesting part is not the number of new buttons. Some features...
11/09/2026
It's almost iPhone Pro time. Starting Saturday, September 12, at 1 p.m, cust...
11/09/2026
RT has today announced Benetti Menswear as the sponsor of its 2026 Amgen Irish Open coverage for a sixth consecutive year, further strengthening the heritage c...
10/09/2026
Editing, restoration & mastering suite upgraded Acon Digital Acoustica 8 audio editing restoration mastering software.
Acon Digital have just launched the la...
10/09/2026
Classic synths & drum machines available to play
Based in Reading, UK, Readipop are a music and arts charity with a long track record of innovative, partici...
10/09/2026
Popular model updated & new addition introduced
With many of the models in Neumann's KH family now boasting onboard DSP and support for the company'...
10/09/2026
Improved desktop interface announced
The latest iteration of Arturia's flagship desktop audio interface has just arrived, introducing improved preamps, ...
10/09/2026
Progress needs proof: Rohde & Schwarz showcases its trailblazing test solutions ...
10/09/2026
CUPERTINO, CALIFORNIA Apple today announced iPhone 18 Pro and iPhone 18 Pro Max,...
10/09/2026
CUPERTINO, CALIFORNIA Apple today introduced Apple Watch Ultra 4 - the ultimate ...
10/09/2026
CUPERTINO, CALIFORNIA Apple today introduced Apple Watch Series 12, engineered w...
10/09/2026
The beloved duo are back with big challenges and even bigger laughs as they discover if you're ever truly too old to try something new.
Previous praise for...
10/09/2026
Thursday 10 September 2026
Sky News Defence Insider app launches as new researc...
10/09/2026
Thursday 10 September 2026
Award-winning network Sky Mobile to offer Apple iPho...
10/09/2026
Thursday 10 September 2026
Sky unveils gripping teaser for The Good Daughter, coming this NovemberTurn on cookies to view this content. Go to Privacy options a...
10/09/2026
Harmonic Leads the New Era of Broadband Connectivity at SCTE TechExpo 2026 Showcase Spotlights Include:
New cOS SensAI intelligence fabric unleashing data-pow...
10/09/2026
RT to Broadcast Amgen Irish Open free-to-air
New multi-year agreement will see RT continue to bring the Amgen Irish Open to Irish audiences
Ryder Cup hig...
10/09/2026
More than 30 women report allegations of sexual harassment, misogyny and bullying within National Ambulance Service
Tonight on RT Prime Time, 9:35pm, RT One ...
10/09/2026
Series 3 of Nero's Class begins Friday 11 September on RT Listen
The third...
09/09/2026
New parts aimed at hip-hop and pop productions
The latest update to Celemony's innovative virtual session musician expands the collection of built-in in...
09/09/2026
Save up to 40% until 21 September 2026
Sonarworks are currently running their Autumn Sale, with discounts of up to 40% currently available across their rang...
09/09/2026
Upcoming title officially launches in September 2026
Bjooks' celebrations for this year's 909 Day will be welcome news amongst drum machine lovers, ...
09/09/2026
CUPERTINO, CALIFORNIA Apple today introduced iPhone Duo, the first foldable iPhone. Opened, it is the thinnest iPhone ever, with a 7.6-inch inner display that p...
09/09/2026
CUPERTINO, CALIFORNIA Apple today announced AirPods 5, delivering the industry&#...
09/09/2026
Chennai/Luxembourg, 9 September 2026 - SES, a leading space solutions company, today announced the inauguration of its new office in Chennai, India, marking a s...
09/09/2026
September 9 2026, 22:35 (PDT) Cinema Sunshine Becomes Japan's First Exhibit...
09/09/2026
Wednesday 9 September 2026
Tom Daley adds final stitch to giant Baa-Ewe' t...
09/09/2026
Red Seat Ventures Integrates Barometer into Speakeasy to Maximize Podcast Revenu...
09/09/2026
Baselight-powered color comes natively to Media Composer, connecting creative de...
09/09/2026
RT brings three packed days of live radio, entertainment, news, weather and fun
Join RT Radio 1: Morning Ireland, Oliver Callan, Today with David McCullagh,...
08/09/2026
Built for rap producers, by rap producers
Sauceware Audio, the independent plug-in company founded by Grammy-nominated producer Jacob (Travis Scott, 21 Sava...
08/09/2026
Classic Sound Techniques design revived
Warm Audio's latest release delivers a meticulous recreation of the preamp circuitry employed by the Sound Techn...
08/09/2026
Latest soft synth inspired by the Memorymoog
XILS Lab have just launched a software instrument that draws its inspiration from Moog's iconic Memorymoog,...
08/09/2026
September 08, 2026 NORTHRIDGE, Calif. - Soundcraft today announced the launch of its Signature Plus Series Analog Connected Mixing Consoles. As the next genera...
08/09/2026
Tuesday 8 September 2026
Sky Go gets a major upgrade for Sky Glass and Sky Stream customers
Today, Sky launches a new version of the Sky Go app for Sky Glass ...
08/09/2026
Documentary thriller simulating a Russian attack on UK soil will culminate in a live final episode reuniting the playersTuesday 8 September 2026
Trailer releas...
Science of scares: Sky Cinema and NOW reveal formula for what makes a horror truly terrifyingMonday 28 October 2024
