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 ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
09/06/2026
Last month, Spotify hosted PURE FLOWERS LIVE, a special event celebrating the re...
09/06/2026
Last month, RADAR U.K. artist Skye Newman took the stage in East London for a sp...
09/06/2026
Company to cease operating on 30 June 2026
Australian loudspeaker and amplifier manufacturer Wayne Jones Audio have announced that after much consideration,...
09/06/2026
Increases low-end weight and character
The latest plug-in release from Sheffield-based fedDSP aims to offer an all-in-one solution for users in search of mo...
09/06/2026
Introduces AI Studio Assistant, Moises Studio integration & more
Fender Studio have just announced the launch a significant update that brings an array of n...
09/06/2026
The BBC has found its Hercule Poirot.
After Deadline revealed last month that t...
09/06/2026
X-Rite Pantone Launches Offset360 to Modernize Color Control Across Existing Pre...
09/06/2026
09 Jun 2026
VEON Appoints Serkan Ozturk as Chief of Staff & Strategy Officer Dubai and New York, June 9, 2026 - VEON Ltd. (NASDAQ: VEON), a global digital oper...
09/06/2026
Tuesday 9 June 2026
Katie Price: Nothing to Hide, a candid and unfiltered accou...
09/06/2026
Enni Continues to Rely on Arvato Systems - And Will Be Using AEP.EnerS4 Billing Solution
Arvato Systems to implement transformation project for SAP S/4HANA Ut...
09/06/2026
These special programmes will highlight RT 's connection with the Irish diaspora
This year, RT is marking 100 years of public broadcasting in Ireland with...
08/06/2026
At Spotify, our commitment to the LGBTQIA community is year-round. Through GLOW, our global music program, we celebrate and amplify the contributions of queer ...
08/06/2026
Get Hands-on With Keyboard & Synth Brands
GearExpo UK wouldn't be complete without some synth action, and we've got some of the industry's most ...
08/06/2026
50 popular in-ear monitoring system profiles added
The latest update for IK Multimedia's headphone-correction system has just arrived, and introduces ca...
08/06/2026
Manny Marroquin signature cans upgraded with SLAM Technology
The flagship model in Audeze's Manny Marroquin Signature Series has just been treated to an...
08/06/2026
Air domain supremacy redefined - New counter UAS, space solutions and directiona...
08/06/2026
he BBC and BritBox have announced that Edward Bluemel (We Might Regret This, My ...
08/06/2026
Plus, 20% off TVs ahead of kick-offMonday 8 June 2026
Sky introduces Real Time...
08/06/2026
FOX Secures Live NFL Game Package in Mexico Starting in Fall 2026 Agreement Features Thursday Night Football, Sunday Games Package, Thanksgiving Day Games, al...
08/06/2026
FOX One, FOX Sports and Indeed Name Austin Franklin and Kevin Akoto as FOX One C...
08/06/2026
Meet us on the show floor
Stand #286310 Discover Nara, the media management tool used by major facilities including Harbor and Molinare.
Nara v2 introduces re...
08/06/2026
L'art de l'Image dans Reflet dans un diamant mort' Une conversation avec le directeur de la photographie Manuel Dacosse, SBC et l' talonneur Pe...
08/06/2026
Embracing today's modern media workflows: FilmLight presents Nara 2.0, with FilmLight API Designed to support the growing demands of today's production ...
08/06/2026
Moderated by Andy Minuth, FilmLight's Colour Workflow Specialist
Wednesday 18 February
6:00pm / Doors open
7:00pm / Presentation in German
8:00pm / Drin...
08/06/2026
Join us on April 14 at 10:00am for a technical roundtable with the Filmlight dev...
08/06/2026
You're invited to FLAPI Classroom The fundamentals of coding and machine-assisted development
These sessions will help you build the skills needed to cre...
08/06/2026
With Sylvain Canaux (St Louis, Paris) and J r me Cloutier (MELS, Montreal)
Wednesday 6 May
Pick your time: 1:00PM / 5:00PM
Note: The presentation will be hel...
08/06/2026
FilmLight, 1107 N El Centro Ave, Los Angeles
Doors open at 3:30pm
Join the FilmLight team on June 9th at 4pm to learn how FilmLight products and APIs can stre...
08/06/2026
The Creators List launched to Help Brands Connect With Top Creators In CannesThe curated directory launched by Tubefilter, Comscore, Whalar Group and Gospel Sta...
08/06/2026
Irish YouTube star DavidMC joins Aisling O'Reilly to tackle all things socce...
07/06/2026
Company introduce 21 new protective covers
Decksaver have just announced their Sping 2026 Drop, which sees a total of 21 new models added to their ever-grow...
07/06/2026
Sunday 7 June 2026
Dynamo Vs Houdini comes to Sky later this year
The last time the world saw Dynamo, he buried himself alive. This weekend, he returned.
Mom...
06/06/2026
Check Out Leading Monitor Brands
We'll have monitors of all shapes and sizes at GearExpo UK, so whether you're looking to upgrade or expand your set...
06/06/2026
Two Originals offerings join MPC line-up
Following on from their partnership announcement at NAMM 2026, Spitfire Audio and Akai Pro have announced the relea...
05/06/2026
Built from the same recordings as flagship library
Sonuscore's LUX Orchestral Strings has been met with widespread praise since its launch in late 2025,...
05/06/2026
High-end converter, interface & headphone amp upgraded
Said to represent the next evolution of RME's all-in-one reference converter concept, the all-new...
05/06/2026
Win a Soundgas Type 636P & Type G preamps
Soundgas, one of the UK's leading vintage and boutique audio equipment specialists have just announced the lau...
05/06/2026
New leadership of Technology Systems Division at Rohde & Schwarz On July 1, 2026, Hansj rg Herrbold and Andreas H gele will take over as Executive Vice Presid...
05/06/2026
Hitachi and Intel announced a strategic collaboration to explore opportunities t...
05/06/2026
05 Jun 2026
VEON's Kyivstar to Expand Digital Mobility Ecosystem with Acqui...
05/06/2026
RT Radio 1 Folk Awards to take place on Tuesday 10th November 2026, Vicar Street, Dublin
Moya Brennan, D nal Lunny, Mary Black and Christy Moore among previou...
04/06/2026
Steinberg DAWs now boast in-depth Tonalic integration
Celemony's innovative virtual session musician plug-in has just received an update that brings ARA...
04/06/2026
Get Hands-On With Over 20 Mic Brands
GearExpo UK is fast approaching, and if you've been looking for a chance to check out some new mics, then you'r...
04/06/2026
Combos feature new Amplifier Intelligence engine
Positive Grid's latest release sees the company introduce two new combo amplifiers that promise to offe...
04/06/2026
BackStory follows four Irish young people as they travel back to their parents' homelands
Modern Irish identity is enriched by cultures and influences from...
03/06/2026
Step sequencer-style panning tool revealed
Alongside their flagship self-titled sound-design platform, Sound Particles offer an array of creative effects an...
Science of scares: Sky Cinema and NOW reveal formula for what makes a horror truly terrifyingMonday 28 October 2024
