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The title is more than a simple gimmick: beyond the obvious titular reference to the experience of movie-watching, the story of this Thai horror opus per se also revolves around the role of cinema. Director Sophon Sakdapisit (Shutter, Alone) creates two films - an external narrative and a horror film-within-the-film entitled "Vengeful Spirit." The latter tells the allegedly true story of a grotesquely ugly old woman named Chaba, with frizzy hair and a gangrenous leg, unable to forget the traumatizing experience of losing her child to a young death. To satiate her longing for the departed, she begins systematically abducting and torturing the children of the local village, and eventually gets hung from the ceiling of her hut by the parents who set out to rescue their boys and girls. The external tale pertains to the creepy events that befall Shane (Chantavit Dhanasevi), a projectionist at a washed-up, down-on-its-luck movie theater. Out of financial desperation, he and his boss decide to bootleg the "Vengeful Spirit" movie by recording an illegal projection; not long after, the boss mysteriously disappears, then Shane hears "bumps in the night" and learns that odd, spooky occurrences befell the producers during the first test screening of the movie. Naturally, this only represents the beginning.