It's a bit of a throwback to horror films of the 80's in that it isn't trying to be cute or obviously self-conscious of the horror film clichés that it throws at you. At the same time, those clichés are a legit part of the genre if they are used effectively and not for the sole purpose of using the theater's audio system to startle you into thinking that you're scared. There aren't any sudden cat appearances or other such tricks here...just pure horror.
Quite a few of the filmmakers were in attendance at the midnight world premiere at SIFF this last Friday, and when they were asked to list their favorite horror films, their faves were pretty much reflective of the best horror of the 70's and 80's. One producer also mentioned the recent French horror films "Inside" and "Martyrs" (both films are also must-see, and absolutely not for the faint of heart), and he pointed out that he didn't think that American horror films were measuring up.
With the exception of Sam Raimi's very recent "Drag Me To Hell", and now with the exception of "The Hills Run Red", I have to agree. I sincerely hope that we will see more crimson-tainted (and splattered) horror from these filmmakers.
If you're a horror fan, do not miss this.