The film does well mostly because it gives the audience enough time to get comfortable during it's quiet moments. Like any other film, "Drag Me To Hell" is full of light-hearted scenes where the actors profess their love for one another and promote their promises and adoration. The horror scenes are truly effective because of great timing and volume, but the content is standard. What separates this film from any other horror film is Raimi's ability to lull the audience in with humor and heart just before he acts upon your vulnerability. This movie feels complete and integral, never veering away from the original thought; simple and with taste. Not as grotesque as "Evil Dead" or "Army of Darkness", but fantastic enough to be related to Raimi. Lots of fun!! You go in dollars down, but you come out smiling.