“Horror movies have been in some way or another doing the same thing for hundreds of years: don't go down to the basement, don’t talk to that stranger, don’t have sex, don’t be a jerk to others. They’re all cautionary tales in one way or another, so the trick these days is getting an audience to invest in your story. If they're not invested in it, you’re just showing them another dark corridor with something that goes “bang” to try and scare them.”