Nacho Ordinary Fears


Sometimes there’s nothing quite like a horror movie to make my night. I’ll put in the DVD, flip off the lights, and curl up on the couch with a blanket and my German-shepherd, Thor, for protection. My Samsung Galaxy S4 is never far from my side — I’ve got to be able to offer minute-by-minute updates to my uninterested friends while I’m jumping and yelling to myself as different children get possessed and random zombies come out swinging around chainsaws. It’s just an added benefit that the soft glow of my phone’s screen acts as my very own personal night-light.

I love Thor and my phone for many reasons: some are different (my dog is cute and cuddly while my phone gives me directions when I’m lost out in the boonies of Chicago’s western suburbs) and strangely, some are the same (they both talk to me, in their own ways, and listen to what I have to say). But what if there’s something more to my connection to these two, honestly, very different objects?

In “Fear Factor” (an article for Marketing News, not the TV show), Christina Birkner discusses how fear can help us attach unconscious relationships to the people and places around us, or even something as strange as the brands. Loving Thor for keeping me warm and safe shouldn’t come as a surprise, but becoming more attached to my phone just because I clutch it every time I hear the words “I see dead people” seems a bit far-fetched. Yet then it hit me: whenever I watch a movie at home, I always get a taste for nachos, those over salted chips with that liquid cheese that’s probably still clogging my arteries along with all the gum I’ve swallowed since I was two. If some simple relationship between cinema nachos (a staple in my life) and watching movies could be made just from the pleasure of putting on a DVD, think of all the unseen connections that could come from invoking a much more powerful emotion just as fear.


There’s something about horror movies that keeps drawing me back. I loved Insidious (although Chapter 2 was even better), but even ones that I don’t like, like the Paranormal Activity series, I just can’t help but watch. I’m so drawn into the story line that I just can’t let it go unfished, plus the adrenaline rush is just the cherry (or nacho cheese) on top that I need. This fear mongering opens a whole new world of options for companies and consumers alike. Maybe zombies will start turning up with Nike shoes on, or demons who only eat Kellogg’s Frosted Flakes. But maybe not. Finding that balance between experiencing fear with my Galaxy S4 and being scared by my smartphone, is a tricky task when walking through the underworld of our nightmares.

This “Halloween Town” of a future is ripe for the picking by any young 13 year-old witch by the name of Marnie who thinks they can take up that challenge. But if you can take movie theater nachos, and turn them into comfort food, then whoever you are, big data miner or not, you’ve certainly struck gold, delicious cheesey-gold.

Emira Morina

Emira Morina

Emira's worked her way from the ground up at watchLAB, balancing a handful of different jobs. Along the way she's learned everything about this industry and our company inside and out. When she needs to get in a relaxed state of mind she turns on some house music and gets right back to work. Emira will be here to fill your studies with all the targets you need, no matter how easy or hard they are to find.
Emira Morina

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