Science of scares: Sky Cinema and NOW reveal formula for what makes a horror truly terrifying

•  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: "We've 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, it's 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 that's why they're still terrifying audiences today.

“With Halloween just around the corner, we're 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

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