4media group recently worked with Universal Parks and Resorts to discuss findings from a new survey into the things that scare Brits the most. New research from Universal Orlando Resort, of 2000 Brits, has found that while we love a scary film, there are a few things that terrify us more than most.

The campaign was fronted by Michael Aiello, the Senior Director of Entertainment Creative Development for Universal’s Entertainment Division.

The Campaign

Figures out this week, have revealed that horror fiction sales are at a four-year high after a year of successful horror TV series’ and films that have proved a success amongst fans of the genres. Industry figures showed horror and ghost books were extremely popular, totalling £4.2m in value. Many film critics are even suggesting that horror films are having a renaissance like never before.  

Forget ghosts and psychotic clowns, its serial killers (31%) that terrify Brits the most, followed by creepy dolls (28%) and zombies (24%).  

Those researched attribute their fears to many things, but a third put it down to movies (33%), while a quarter put it down to childhood (25%) and 23% blame scary TV programmes. These fears mean that only a third of Brits would watch a scary film alone- leaving the rest of the nation running for the comfort of someone else to watch it with.  

There are many decades that want the title of when the best classic horror film was made, but those surveyed believe that the eighties produced the finest horror films. However, there’s one film that while it might not be from the eighties, is still scaring Brits; the Exorcist was voted the scariest film by our panel.

Being the experts in the horror genre, Universal creative have tapped into this current trend with horrors of the 80’s invading this year’s Halloween Horror Nights. After 30 years of mayhem, Chucky is back creating chaos. The line-up will also include sci-fi thriller “Stranger Things” (set in the 80’s) and 80’s cult classic, “Killer Klowns from Outer Space” showing that the old classics are still much loved.   


The campaign was a huge success generating 21 pieces of Broadcast, Online and Print coverage. Highlights included four BBC Radio interviews, as well as a snippet in the Daily Mirror.



Coverage Highlights