To talk about American horror, whether it’s folk horror or not, you have to talk about Howard Phillips Lovecraft. Without Lovecraft you couldn’t have
Invasion of the Body Snatchers, or
Alien, or Cronenberg and Carpenter and Raimi. Without Lovecraft, there’s no Stephen King, no Thomas Ligotti. It spirals backwards to him, an inexorable gravity. Even if it’s explicitly made without the influence of Lovecraft, it has to be a conscious dismissal. It has to happen in Lovecraft’s context. And there’s American horror before Lovecraft, of course there is, but Lovecraft is the bottleneck in the history of American horror.
Also I share a first name with the guy.
As surprising as it might seem, this movie is largely centred around date rape, so if you find this a difficult thing to read about, be warned.