Variety
http://variety.com/2013/film/news/directors-tout-filmgoings-communal-experience-1200381296/
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As per Variety…
“What makes you laugh and scream is a communal experience,” noted Guillermo del Toro. Raimi, who received the RealD Innovation in 3D Award for Oz the Great and Powerful at the event, said during the panel discussion that the scariest film he’s ever seen was 1968′s Night of the Living Dead and added that horror remains a communal experience that’s not unlike ancient men being chased by saber-tooth tigers.
Del Toro explained that making an audience laugh or scream requires the same narrative structure of setting up expectations and then delivering a surprise — along with pushing the limits.
“In every horror film, I want to have at least one ‘walk-out’ moment,” del Toro asserted. “You cannot make a cozy horror film.”