Still Alive: Scream Keeps it Fresh

By Lauryn Dyan

The horror genre is notorious for producing sequels and reboots that regurgitate, water down, or even undermine the formula that made their debut film so gripping. Just take a look at some of the major horror franchises on Rotten TomatoesⓇ and watch the critic and audience scores yo-yo from release to release, most often at lower percentages than the first installment, and almost always with at least one score so low they ought to add a category below Rotten. Yet the Scream franchise has somehow managed to break this horrific cycle, with only one film receiving a score under the 60% Fresh threshold for critic reviews (Scream 3 at 41%). 

How has a franchise that’s spanned nearly three decades stayed reliable in an unreliable genre? Cast, crew, writing, location? Blood sacrifice? 

Perhaps it’s that the Scream franchise is hyperaware of its genre and formula and knows exactly when to lean in or break out of it. The most meta of all horror, Scream is able to make you laugh while also laughing at itself. It’s an endearing quality in a genre that’s meant to make you uneasy not warm and fuzzy. I have yet to watch a Scream that doesn’t bring a smile to my face at least once, always balancing horror with humor, albeit at various ratios. 

Scream VI, the latest installment, is no exception. While the violence outweighs the humor this time around with ghostface zealously slashing through New York City, this sixth film earned the biggest box office opening weekend debut of the franchise and is doing well with audiences and critics alike. Scream VI is a self-proclaimed ‘sequel requel’ that proves that horror doesn’t have to degrade over time. Truly, directors Matt Bettinelli-Olpin and Tyler Gillett have assembled a cast and a script with some twists that keep Wes Craven’s legacy intact and lays a blueprint for other horror series to follow. 

To be fair, even if the film had been a rotting mess, the movie’s marketing would have been strong enough to help with initial ticket sales. In addition to traditional advertising, experiential tactics were used to build excitement. Most notable: the major city ghostface sightings that freaked people out so much they called the cops. I’m sure it was either a relief or a disappointment to the police when they arrived on the scene and discovered ghostface was just an actor hired to lurk on the street in the iconic black robe, hood, and white mask. 

Also, the Scream social media content featuring Mike Shinoda (Linkin Park), whose song “In My Head” with Kailee Morgue plays over the title screen, and Demi Lovato, whose new song “Still Alive” closes the slasher flick, didn’t hurt buzz either. 

Whatever you attribute it to, Scream VI is a Certified FreshTM success with box office numbers that all but ensure a seventh film. Similar to the lyrics of Lovato’s single, this series isn’t just limping by–it is still very much alive. Horror directors take note.