Samsung has teamed up with psychologist Emma Kenny to explore how television technology can make horror films even more frightening, while offering viewers advice on how to handle the scares.
Samsung is putting its latest TV technology in the spotlight this Halloween, highlighting how improvements in picture quality, colour and sound can make horror films feel more realistic.
The manufacturer, which is celebrating 20 years as the world’s number one TV brand and is the Official Screen Partner of BAFTA, has partnered with psychologist Emma Kenny to explain why horror films can be so effective and how viewers can make frightening scenes a little less intense.
The campaign also highlights Samsung’s Micro RGB television technology, which uses microscopic red, green and blue LEDs in the backlight to deliver more precise colour reproduction.
Controlled by Samsung’s Micro RGB AI Engine, the technology is designed to reproduce a wider spectrum of colours and bring greater detail to scenes, including those set in dark environments.
According to Samsung, these improvements can make horror films particularly immersive, with subtle details, shadows and changes in colour contributing to the suspense.
Emma Kenny explained: “Part of the fun of horror is allowing ourselves to feel frightened while knowing, underneath it all, that we are safe. Filmmakers deliberately use anticipation, sound, colour and small visual details to keep our brains guessing about what might happen next.
“As televisions become better at reproducing those details, there can be even more for us to notice — which is great for the film, but perhaps less good for anyone watching from behind a cushion.
“The good news is that there are some very simple things we can do when the tension starts becoming a little too convincing.”
As part of the campaign, Ms Kenny has shared five tips for viewers who find horror films a little too frightening.
These include reading a synopsis beforehand to reduce suspense, lowering the volume and switching on subtitles, watching with friends or family, and choosing something lighter to watch before going to bed.
She also recommends turning on the lights if a film becomes too intense.
Samsung has used the campaign to highlight several features across its television range, including Q-Symphony, Dolby Atmos and Object Tracking Sound+, which are designed to create a more immersive audio experience with compatible content and equipment.
Its 2026 Micro RGB range spans screen sizes from 55 to 115 inches, while selected models feature Glare Free technology to reduce distracting reflections when watching in brighter environments.
The flagship R95H uses individually controlled microscopic red, green and blue LEDs measuring less than 100 micrometres, with Samsung claiming its Micro RGB Precision Color 100 technology delivers VDE-certified 100 per cent coverage of the BT.2020 colour area.
The manufacturer has also highlighted its Micro RGB AI Engine Pro, which optimises picture elements including colour, contrast, depth, motion and clarity.
Alongside the campaign, Samsung has recommended five BAFTA-recognised horror films for Halloween viewing, including Under the Skin, Pan’s Labyrinth, His House, A Quiet Place and Saint Maud.
The campaign brings together Samsung’s latest television innovations and the growing importance of the home entertainment experience, demonstrating how improvements in picture and sound quality can influence the way audiences experience films.
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