As a fan of horror, especially J-horror, I noticed more Japanese touches in the series over all like 4 (Shi = death ) pairs of shoes in some frames for tension and the use of a newborn in a horror context. There was even mention of a real Japanese crime in background news reports that happened in that same time period ( the girl incased in concrete).
It's a rewrite from the traditional groaning and crab walking of the original but it more than makes up for it in little touches of Japanese culture that you can't really get in something like the American film remake.
Its target audience is most likely Japanese natives or at least someone who prefers traditional J-horror folklore that can take the time to look up some of the cultural nuances. Especially with the added mystery element.
This will fall flat for someone who wants to tune out and watch something scary for a thrill. But I love it for all the above reasons. It's only sin is misaimed marketing.
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