Xisor wrote:Speaking of, what sort of thing is popular in the horror genre? I know they stick the classic ghost stories, 'weird horror' (Lovecraft et al.), and whatnot in there - but what are the modern popular ones? What differentiates them from, say, fantasy and sci-fi and crime/thriller?
Good question on what is 'popular'. In a way, I think everything old is new again. Anything new by King or Barker still tops the charts; and a lot of their back catalog gets bolstered predicated upon the success of movies like IT. It's hard to gauge what's trending by checking the Amazon top-sellers these days; since the top slots get flooded by a lot of whatever Kindle stories are going for 99 cents.
As for Lovecraft; I've found that a lot of the people who 'like' him are in it more for the aesthetics than actually reading it. Also, a lot of stories get the term 'Lovecraftian' when they are anything but.
Lovecraftian would be hard to port to 40K...To a certain degree, in 40K, all the terrible, Elder Gods....are already known and identified. So that element of the horrifying, unseen, unbelievable hand moving things is removed.
Peter Fehervari does a great job in incorporating Lovecraftian elements...the Saathla (spelling) in Fire Caste were Innsmouthian in appearance, while the genestealers of Redemption in GC, the ones who lived in the city, well, the whole thing gave off an Innsmouthian vibe.
Also, he's the best choice for cultivating that 'disturbing' vibe, as well as the 'strange' tone of those like Aickman (of who he's a huge fan).
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Hachiko wrote: McNeill penning the tales to send shivers down my spine.
Well, if he's writing 'em then I'm afraid!
I jest (and, indeed: well said, Hachiko!). McNeill strikes me as typically a more easy-going popcorn-y reading type, even if his book is hitting the other notes for other things. But still, he managed more than a few good turns, down the years. His 'Of Mars' series had a lot of pretty cool (/horrid) bits to it, and as a largely non-horror reader, I'm not sure how much more some books are
likely to 'send shivers down my spine' as opposed to... bore me.

Indeed
I did a little of the the "read inside" that Amazon allows for the Miskatonic books that McNeill and Bligh (R.I.P.) wrote....obviously, Bligh was the better horror writer. Pretty sure they're banking on a) he's got some horror titles on his resume, and b) he still has some name value with the readers.
Now, as we all know, there are horror elements threaded throughout the lore, as you mentioned. Some authors play up the horrifying aspects of those things better than others....
But what are they going to do? There is a real sense of zombie fatigue...so there's that. I'm sure plague zombies will still pop up. When Star Wars tried their horror books (Death Troopers, Red Harvest, etc.) they went straight to zombies. Then again, zombies were still 'hot', and the sight of a stormtrooper helmet hanging on a bloody hook was a pretty big thing for SW fans; whereas for 40K fans it's another day at the office.
I'm guessing (I'll bet even) that the first Horror title will be an AoS story focusing on Nighthaunts. This is fine; but if they pair them off against Stormcasts, where will the horror be? Part of what makes horror effective is a sense of being helpless against the unknown, and Stormcasts are a bit overpowered for that.
You can't just count on; oooh, here's a horde of skeletal creatures. Horror!
That might not be the best way of phrasing it, but still: as Rob hits on, 'wherever it'll sell best' is really where the books are being targeted. Or at least, that makes sense to my (amateurish, at best) insight into it all.
Actually, that is the best way to phrase it!
This could go horribly wrong, my to-read piles are already threatening to crush me. If I start dabbling in horror too...

Get yourself a spinner rack! The best place to grab a horror paperback is from a drugstore spinner rack!
