A Spooky Deep Dive in the Horror Genre

With Halloween recently upon us, we decided to take a deep dive into Horror audiences as a whole, to see if they had any skeletons hiding in their closets. In this instance, a Horror film is defined as such by BBFC genre guidelines.

Within our audience, The Nun was by far the most popular Horror movie, followed closely by Hereditary and Halloween (2018), although Halloween is still early in its run. Where things got really interesting was using the GO.DATA Comparison Title finder, we were able to see the other movies that Horror fans watched — with a few surprises.

Alongside the big summer blockbusters of Jurassic World: Fallen Kingdom (74.7%) and Avengers: Infinity War (37.9%), we also saw Horror fans watching family-friendly fare such as The House With a Clock In Its Walls (31%), and The Incredibles 2 (23%), and even dancing along to Mamma Mia: Here We Go Again.  We don't see a huge overlap in terms of other horror titles, the majority of our audience will see one Horror film without seeing any others.

Outside of the cinema, Horror fans tended to:

  • Travel by rail
  • Shop in a shopping mall
  • Do their food shopping at Iceland, 
  • Prefer Caffe Nero to both Starbucks and Costa
  • Preferred McDonalds to KFC and Burger King
  • Went to Pizza Express and Chiquitos before or after the cinema
Horror fans were even good cinema attendees, showing up early before the published showtime, ranging from 9 minutes before The Nun to 4 minutes before The First Purge.

Overall, the only thing we found truly scary about our Horror audience is that they actually didn't go to the cinema on Halloween itself, allowing Bohemian Rhapsody to win the Halloween box office race.