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Considering the abundance of horror movies we already have that are riddled with heavy cliches and pop-up scares, this film actually manages to maintain its plot and keep its audience glued to their seats. So many reviews are going to argue that it's boring or "filled with unnecessary side plots", but all of the side-plots actually play a key part in the ending of the film. The build-up and suspense was really effective, I really enjoyed it and you truly see the film from the main character's perspective - hence the build-up and confusion. I have to be honest, I'm quite surprised at the low ratings because this film is one of the only recent films that I'm aware of that subverts the horror genre. **** SPOILER **** Creepy doll turns out to be innocent and friendly. The horror somehow turns into a thriller. The viewer almost feels as ridiculous as the main character in the end. That's what I really liked about the film, you get caught up in the horror of it which is why the ending comes as such a surprise. You will learn to grow attached to the doll, like the main character does. ****END OF SPOILER**** It's different and very underappreciated; a new take on an otherwise overworked genre that often overuses the concept of 'scary dolls'. If you look back at the earlier scenes within the film, you'll realise how the little details somehow tie the plot together in the end. It's not overly frightening, but it has a scary, gothic feel to it. Similar to the woman in black, although less dense. Some are saying the film's ending is typical of a horror, and I couldn't disagree more. Nevertheless, watch it for yourself, I'm sure you'll enjoy it.