Almost brilliant.

Rating: 9/10 (10 October 2012)

Let's start with what's good. The movie very strongly portrays Californian culture, Gypsy culture, and Indian culture. All of these things offer a unique and cool atmosphere that isn't similar to many other films, especially horror films.
The movie is funny, and it's also very terrifying. Most of it is serious and ominous, with a creepy presence seeming to stalk from behind the camera. On that note, the directing is excellent, too, with unsettling tilting and intimidating points of view.
Now, some bad things. I love funny horror films, and a lot of the humor in this was great and fitting, but the problems arose, for me, when Sam Raimi forced comedy into scenes that could have been much more sinister. Most of the big scares were intense and legitimate, but the car fight and the séance really could have dropped the humor; it simply made them good, rather than great.
Now, the Lamia's two attacks on Christine in her home, the cemetery scene, and the twist ending were brutally dark and exhilarating. Their suspense and theatricality pushed the entertainment value through the roof.
But here comes another problem. The twist ending was made obvious way before it happened, and that made it just slightly annoying. Viewers don't need to be spoon-fed. But still, it is executed in a way that lets the movie sink its teeth into your heart, that shock is just a little diluted with an eye-roll from the viewer.
The movie also tries to cram in too many gags and scares for its run- time, making the pacing seem a bit rushed and odd.
All these flaws hold Drag Me to Hell back from masterpiece status, but finally I can say that they don't hold it back too far. Not too far at all.
The atmosphere, the acting, and just the bizarre craziness of this film, mixed with its sinister, theatrical scares make it absolutely awesome. It's just a roller-coaster of fun, and it shouldn't be expected to be anything else. If you want a night of thrills, chills, and laughs, go ahead and pop it in.