“Bite” is a horror movie about a woman who gets bitten by an insect during her bachelorette trip and transforms into a monstrous creature. The transformation scenes are grotesque and unsettling, like watching someone melt from the inside out. The film is relentless in its use of body horror and creates a sense of unease that lingers long after it’s over.
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Review
How “Bite” Terrifies and Transforms Audiences with Social Influence Techniques
If you’re looking for a horror movie that will make your skin crawl and your stomach turn, “Bite” might be the perfect choice. But beware: this indie film from director and writer Chad Archibald is not for the faint of heart or weak of stomach. The movie, released in 2015, tells the story of Casey (Elma Begovic), a bride-to-be who gets infected by a mysterious bug during a bachelorette party in Costa Rica. As she returns home to her fiancĂ© and friends, she discovers that her body starts to mutate and crave flesh, leading her to become something more than human.
The plot of “Bite” is not entirely original, as it echoes some classic horror tropes such as body horror (Ă la David Cronenberg’s “The Fly”) and infection outbreaks (Ă la George Romero’s “Night of the Living Dead”). However, what sets “Bite” apart from its predecessors is how it uses social influence techniques to enhance the audience’s immersion and engagement with the story. Robert Cialdini, a social psychologist who wrote the influential book “Influence: The Psychology of Persuasion,” identified six principles of persuasion that people often use to influence others: reciprocity, consistency, liking, authority, scarcity, and social proof. Let’s see how each principle applies to “Bite.”
Reciprocity
One way that “Bite” invites audiences to invest emotionally in Casey’s plight is by showing her as sympathetic and vulnerable before her transformation. Casey is a hardworking dental assistant who dreams of starting a family with her fiancĂ© Jared (Jordan Gray), but she also feels pressured by her friends to act wilder and take risks before settling down. During her trip to Costa Rica, Casey resists drinking too much or hooking up with strangers, which earns her some teasing from her more reckless friends. When she gets bitten by a strange bug while swimming in a secluded lagoon, she initially shrugs it off as a minor inconvenience, but gradually realizes that something is seriously wrong with her body.
The reciprocity principle suggests that people are more likely to comply with requests when they feel indebted to the requester. By creating a relatable and likable protagonist who suffers an unexpected and unfair fate, “Bite” triggers the audience’s sense of empathy and justice. We want Casey to overcome her affliction and survive against all odds, not only because we care about her character but also because we feel like we owe her something for being kind and responsible earlier in the movie.
Consistency
Another way that “Bite” targets the audience’s persuasion triggers is through consistency. According to Cialdini, people tend to value consistency in their attitudes and actions, so they will often try to maintain or justify their previous choices or beliefs even if they encounter new evidence or information that contradicts them. One of the ways “Bite” exploits this bias is by portraying Casey’s transformation as gradual and ambiguous at first. She notices some weird symptoms such as an itchy rash, discolored eyes, and heightened senses, but she initially dismisses them as side effects of a tropical infection or dehydration.
As the story progresses, however, Casey becomes more isolated from Jared and her friends due to her erratic behavior and physical changes (which include shedding skin, growing wings, laying eggs). She also starts eating raw meat and attacking other people who threaten her survival or territory. By gradually revealing the extent of Casey’s transformation, “Bite” makes us question our own expectations about how much someone can change over time. We might think that if we were in Casey’s shoes, we would resist becoming a monster or hurting others, but as we see her struggle and succumb to her urges, we also see how hard it is to maintain our ethical standards or self-control when faced with extreme situations.
Liking
One of the most effective ways to persuade people is by making them like you or feel liked by you. As Cialdini notes, people tend to favor others who are similar to them, pay them compliments, cooperate with them, or share goals with them. “Bite” uses this principle in several ways. Firstly, the movie casts relatively unknown actors who resemble ordinary people rather than glamourous stars or icons. Begovic portrays Casey as a down-to-earth and relatable woman who struggles with self-doubt and temptation, while Gray plays Jared as a supportive but flawed partner who faces his own doubts and fears. The other characters, including Casey’s friends Jill (Annette Wozniak) and Kirsten (Denise Yuen), also have distinct personalities that make them both likable and flawed.
Secondly, “Bite” uses humor and irony to create a sense of camaraderie between the characters and the audience. For example, during one scene where Casey complains about her rash spreading down her arm, Jill jokes that it’s just a mild case of leprosy. This moment diffuses some of the tension in the movie while also acknowledging the absurdity of the situation. Similarly, when Casey starts laying eggs in her apartment while listening to soothing music, the contrast between the serene melody and gruesome imagery creates a surreal yet funny effect that offsets some of the horror.
Authority
While “Bite” doesn’t have explicit authority figures such as doctors or scientists who explain or control the outbreak, it still uses authority as a persuasive principle by manipulating our trust in social norms and expectations. According to Cialdini, people often follow rules or beliefs not because they understand their logic or validity but because they assume that others do and that doing so will benefit them in the long run. In “Bite,” Casey’s friends and Jared start questioning her behavior and appearance once they notice how strange she has become. However, they also hesitate to intervene or seek professional help because they don’t want to offend her or spoil her wedding plans. They assume that as adults, they should be able to handle any crisis without causing a fuss or admitting their ignorance.
As Casey’s transformation becomes more obvious and violent, some of the characters start to change their minds about their loyalty or obligations. For example, Kirsten tries to convince Casey to leave her apartment and seek medical attention, but Casey threatens to attack her if she does. Jill expresses doubts about leaving Casey alone but also worries about ruining her own vacation if she stays behind. Jared visits Casey in her apartment but doesn’t seem fully convinced that she is beyond help until he witnesses firsthand how much she has changed. By showing how people react to a crisis without clear authority figures or rules, “Bite” highlights the ambiguity and flexibility of social norms while also questioning their effectiveness in extreme situations.
Scarcity
Another way that “Bite” uses social influence is by exploiting the scarcity principle. According to Cialdini, people tend to value things more when they are rare or limited in availability, as they fear missing out on opportunities or losing something valuable forever. “Bite” capitalizes on this principle by creating a sense of ominous dread and suspense throughout the movie, both through its cinematography and its sound design. The movie often uses close-ups of Casey’s body parts or fluids, such as her wings unfurling from her back or blood dripping from her mouth, to emphasize the grotesque nature of her transformation.
The movie also uses ambient sounds such as buzzing insects or dripping water to create an eerie atmosphere that enhances the audience’s discomfort and anticipation. By making us feel like something horrible is about to happen or that we might miss an important detail, “Bite” keeps us on edge and engaged with the story. Additionally, the movie uses some visual motifs such as a golden locket that Casey wears around her neck and that becomes a symbol of her past and identity. By linking the fate of the locket to Casey’s transformation, “Bite” creates a sense of urgency and scarcity when Casey loses it or tries to retrieve it.
Social proof
The final principle of persuasion that “Bite” uses is social proof. According to Cialdini, people often look to others for cues on how to behave or think in certain situations, especially when they feel unsure or overwhelmed by their own uncertainty or ignorance. In “Bite,” the characters rely on each other for validation and support, even when they disagree about what to do or how to feel. For example, Jill tries to reassure Kirsten that Casey’s behavior is just a phase and that she will get over it soon, even though she herself has doubts about whether Casey is telling them everything. Kirsten follows Jill’s lead even though she feels uneasy and concerned.
Similarly, Jared tries to be patient with Casey’s changes but also expresses frustration and fear when he realizes how far gone she is. He asks his coworker (Lawrene Denkers) for advice on what he should do but also dismisses her suggestions as too simplistic or unrealistic. By showing how characters navigate conflicting opinions and attitudes while trying to cope with extraordinary circumstances, “Bite” creates a sense of realism and complexity that invites the audience to project themselves into the situation.
Overall evaluation
While “Bite” may not be a perfect movie (some reviewers have criticized its pacing, acting, or reliance on body horror), it certainly stands out as an example of how horror movies can use psychological principles to enhance their impact and relevance. By using social influence techniques such as reciprocity, consistency, liking, authority, scarcity, and social proof, “Bite” creates a sense of immersion and engagement that makes us care about the characters and fear for their survival. The movie also raises interesting questions about identity, transformation, and relationships that go beyond the usual clichĂ©s of horror movies.
If you’re a fan of horror movies that push the limits of grossness and suspense while also challenging your assumptions about human nature and society, “Bite” might be your cup of tea. But be warned: once you’ve seen it, you may never look at bugs or weddings in the same way again.
Technical Data
- Runtime : 90
- Release : 2015-08-15
- Genre : Horror
- Cast : Elma Begovic as Casey, Jordan Gray as Jared, Annette Wozniak as Jill, Denise Yuen as Kirsten, Tianna Nori as Joanne
- Crew : Chad Archibald as Director, Chad Archibald as Story, Nick Montgomery as Editor, Jayme Laforest as Screenplay, Jeff Maher as Director of Photography
- Popularity 5.868
- Budget : 0
- Revenue : 0
- Company : Black Fawn Films, Breakthrough Entertainment
- Summary : While on her bachelorette party getaway, Casey, the bride to be, gets a seemingly harmless bite from an unknown insect. After returning home with cold feet, Casey tries to call off her wedding but before she’s able to, she starts exhibiting insect like traits. Between her physical transformation and her wedding anxiety, Casey succumbs to her new instincts and begins creating a hive that not only houses her translucent eggs, but feeds on the flesh of others. As her transformation becomes complete, Casey discovers that everything can change with a single bite.
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