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
Most recent headlines
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...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
Marshall Electronics is showcasing a comprehensive lineup of next-generation POV cameras, purpose-built to power today's connected AV environments, at InfoC...
01/06/2026
Adobe Announces Concept to Vector
Deepa Subramaniam June 1, 2026
0 Comments
One of the biggest frustrations we hear from designers is how difficult it...
01/06/2026
Vampire Feature Night Patrol Graded with DaVinci Resolve Studio
Brie Clayton June 1, 2026
0 Comments
Colorist shapes dark, gritty tone for horror thri...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
31/05/2026
Olivia P rez-Collellmir to Premiere Original Work at Gaud Centennial in Barcelona The Berklee graduate and faculty member will debut her choral symphony with...
31/05/2026
Taiwan is home to more than 500 NVIDIA ecosystem partners. More than 1 million N...
31/05/2026
As factories move from isolated automation to plant-wide intelligence, manufacturers need AI systems that can connect live machine signals, quality systems, wor...
31/05/2026
The NVIDIA AI Cloud ecosystem is accelerating the global buildout of AI factory infrastructure. Partners are expanding capacity to meet growing demand from ente...
30/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/05/2026
Zero in on one that says yes (and no)
Andy Marken May 29, 2026
0 Comments
Hero image courtesy of Deposit Photos
For content creators the most difficu...
29/05/2026
With InfoComm 2026 just weeks away, NDI is giving attendees plenty of reasons to...
29/05/2026
Reaffirming a partnership that has defined Canadian sports broadcasting since 19...
29/05/2026
Mobile/tablet is No. 2 device for watching TV, suggesting that the sports-production industry needs to take another look at the format
Ring Digital's Sprin...
29/05/2026
Berliner Ensemble, one of Berlin's five major theater companies, has expande...
29/05/2026
Solid State Logic will showcase its new compact, fly-away TCA Tour audio product...
29/05/2026
Gerald (Jerry) Pierce, a pioneering technologist who helped shape the digital transformation of the motion picture industry, passed away last month on April 12 ...
29/05/2026
Paramount+ will be the English-language U.S. home for Barclays Women's Super...
29/05/2026
Further strengthening its virtualisation strategy to fully support broadcasters ...
29/05/2026
Swiss broadcaster Canal Alpha has deployed Harmonic's award-winning, software-based XOS Advanced Media Processor to modernize playout operations across cant...
29/05/2026
PTZOptics will showcase a new generation of intelligent video workflows at InfoComm 2026, June 17-19, Las Vegas. Visitors to booth N8227 will see how PTZOptics ...
29/05/2026
Arizona's Family has launched the Arizona's Family Sports (AZFS) streaming app, a new direct-to-consumer destination for live, local sports. The app is ...
29/05/2026
Starting in 2027, DAZN will be the exclusive home of The Canadian Football Leagu...
29/05/2026
Comcast Business has detailed the advanced network infrastructure it has deploye...
29/05/2026
In two-day event, leaders from academia and industry explored solutions to chall...
29/05/2026
The Basketball Tournament (TBT), now entering their 13th year of competition, ha...
29/05/2026
Roku has launched FOX One as a Premium Subscription on The Roku Channel in the U.S. Roku customers can now subscribe to FOX One using their Roku account for liv...
29/05/2026
In its sixth year, the broadcaster's coverage has become a global brand and ...
29/05/2026
Ratings Roundup is a rundown of recent ratings news and is derived from press re...
29/05/2026
The days are getting longer, the temperatures are rising, and playlists are filling up for the season. With summer around the corner, Spotify's global edito...
29/05/2026
New retro-inspired MPC announced
There are few devices that have gained the status held by Akai Pro's MPC range, and in recent years, the company have s...
29/05/2026
Save up to 30 on acclaimed titles
Following a successful launch at Superbooth 2026, Bjooks have revealed that they will be continuing the Kickstarter campa...
29/05/2026
Binaural monitoring application improved
Genelec have just released an update that brings some powerful new features to their HRTF-based binaural headphone ...
29/05/2026
6 June 2026 at SAE Institute, London, UK
IMSTA FESTA 2026 is almost upon us, with some of the biggest names in pro-audio set to descend upon SAE Institute i...
29/05/2026
Gerald (Jerry) Pierce, a pioneering technologist who helped shape the digital transformation of the motion picture industry, died April 12, 2026, at his home in...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
Science of scares: Sky Cinema and NOW reveal formula for what makes a horror truly terrifyingMonday 28 October 2024
