As entertaining as mainstream horror films can be, I have found over time that I'm more a fan of smaller ideas. This is what I like to call, "Small Horror."
Small horror to me is usually quiet independent and has a clear vision. What I like about it is due to budgetary restrictions the idea has to be tight and effective. What tends to work for me is something set in a place that the wider world will never know or see, or only understood to be something of a mystery, from the view point of 'the supernatural could never be the root cause.' Don't get me wrong, I like both big budget horror and small horror, I'm not saying one or the other, but just, if I want to scare the shit out of myself, it's all about small horror for me.
With small horror, I feel more alone and the atmosphere can stay palpably tense for longer periods of time letting it really eat into you. You tend to follow the life of a very small group of people, or just one on their terrifying journey. The experience feels far more personal, like an attack on this person is an attack on you. I find lower budgets help here, but not too low; I never want to be distracted by cheapness. But good use of a low budget does mean you can add more character development. Because of money constraints you can eek out the scares to keep the tension rolling. All this, in my opinion, helps small, independent horror feel more disturbing and uncomfortable. Recently I watched Barbarian and Antrum.
I don't know their budgets, but the dread they build, for me at least, is excellent.
The same thing happens with The Blair Witch and Paranormal Activity.
I love a slow burn storyline and I want the unease to remain throughout the story. I don't want to be let off and given time to relax unless it's a natural course for the story. If it's forced, it'll take me out of the story and risks loosing all my interest.
With 'small horror', I enjoy that things feel more claustrophobic and if the story can get you to care for the characters, like in 'We need to do something' and 'The Witch,' you'll have a great time and feel like you've got your money's worth from the experience.
In conclusion 😂 horror should be scary, just as thrillers should be edge of your seat thrilling, comedy should be funny and drama should encourage the exploration of emotions when faced with conflict. If your horror isn't playing on engrained fears found in the majority of people and isn't delivered in a way that really makes those unnerving feelings believable, you may have a problem and need to work a little more on the idea or scene. Horror, must be scary, not just horrible.