HORROR. David Mario Callan  Callassa Media Company

Provoking the response that abject fear is responsible for can be easy to do. The subject, like everything, is complex. Most of the attempts at provoking fear (those with huge box office) appear to say a good deal about the nature of the society emergent than anything else. Humiliation, dismemberment and so on but without too much if any nudity because that belongs elsewhere apparently. The expected dressed differently, a novel context here and there. I don't think this works so well.
Another way of looking at horror is at how entertainment encapsulates the taken for granteds, ie. that what is believed to be the case is actually so. The paranormal is soaked with this and really the question how different the truth could be gets lost in certain agendas that can't be given up. The extent of familiarity with the world people live in is bound up with the expected and really the extent of familiarity with the world is not so great. If the expected of life is removed then things do become very different and immediately. If someone is locked in a room and the person knows there are rats and tarantulas present, the result will be a fear response.It's the same when something that is of the unfamilar presents itself into the everyday world and the body reacts such that the mind's recognition follows after. This response is difficult if not impossible to recreate in an entertainment medium.
The world of comfort and predictability, I mean the norms by which people understand and act are entrenched and to such an extent that what is out of cognition altogether is attired by the very same norms. What is out of cognition becomes a story with elements easy to relate to. Different stories, different conflicts. etc. It's unavoidable to see things this way from a place of comfort where things are seemingly what they have always been. However like I said, the extent of familiarity with the world is NOT great and if this unfamiliarity/control were to overtake the familiar, life would become very different and it's here, this domain where you are on your own, that real fear, real horror resides. It doesn't happen very often, if at all. I  mean there are safeguards because what would ensue would not be productive in the way predictability and a wrapped in comfort society with all its supports certainly is and of course, this is how it should be. We're talking about horror and the entertainment industry are we not? OK so you have to move in and out of making people so terrified that they get the Hell out of the auditorium after all this is where the money is. The point being that box office and out of context goings on seem bound together. Haunted house stories and tying someone up and watching them scream while something chops them up is old hat. It's the same old agenda ridden form that seems difficult to step away from.
So how, in an entertainment medium, do you open the door to a real fear response? You know where a person screams without initiating the intention and such that the  goospimple reaction doesn't go away?
Let's see. It's interesting to look at how this can be achieved in books because books are what we're producing.