The horror genre allows for a diversity of concepts to explore, senses to tantalize, and audience members to scare the snot out of. Depending on your spook threshold and personality, you may gravitate toward certain sub-genres of horror over others. People with an affinity for creepy mind games will love psychological thrillers. Horror purists with a penchant for the classics will probably gravitate to the old school slasher flicks. Film students with a flair for the ultra new and mod might go for the shaky-cam or experimental scare tactics. Whatever your particular favorite, one thing remains constant in horror movies...evil.
The Blair Witch Project became an internet phenomena largely in part to the viral marketing campaign. The hip new shaky-cam sub-genre started gaining ground; Couple that with the psuedo "found footage" and it spelled a recipe for success. However, the true testament to the film was one simple thing...the killer is never seen. At the very end, when the killer might be at last unveiled, we get a scream and fade to black.
PS Happy Friday the 13th!