No matter how much gore or disquieting imagery you show, if your characters are idiots or lacking in, well, actual character, I'm not going to give a crap when they're in peril and your movie will suck.
If you really want to make a good horror movie, make me care about the people in it. Don't skimp on the exposition, the development of solid, three-dimensional human beings in whom I can invest some real emotion. Then, you know...torture them psychologically for a bit before killing them.
Horror's actually pretty messed up.
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