2009 was cohesive; they were all movies playing at the theater.
Also, The Usher was a victim who held onto his rage, which means we have had a proper victim
as an Icon before.
I think 2009 is actually a really good example of how thematic cohesion works, narrative vs. placemaking. The houses and zones at HHN19
aren't cohesive on their own; it's the Universal Monsters, Sitcom Cannibals, WWII Zombies, Saw & Killer Toys. It's a mishmash that, like the year prior and you pointed out, they grouped together under the loose theme of movies just like HHN18 was phobias.
Just saying they're all movies isn't a theme though. What actually made it cohesive was park-wide music loops mixing film scores & theater bits together. Adding queue videos to set the stage before we actually step into what we're seeing. It was decorating the entryway like a movie theater, complete with ticket booth, scareactors, and a video screen with the Usher welcoming us in. Speaking of Usher, even before going to the park you had a teaser website with an entire miniature Universal Palace Theater with little dolls you could explore. The houses and zones weren't cohesive, but everything surrounding them made it feel like a complete event.
Contrast with last year. You had icons, yes, but they had zero presence outside the opening zone and a cameo in two others. No united music loop, no show for them to host, tribute store and merchandise not only not tying in, but creating their own competing icons. Sinister and Surreal were the narrative cohesion, but there was zero placemaking done to actually tie the event together so everything felt disjointed.
Like Phobias and the Universal Palace Theater, broad themes work best. You just want some scaffolding that the houses can all coexist together in, so a focus on thematic placemaking over in-depth story works better I'd say. Like others pointed out, there's a real opportunity to lean into the event itself being an Artist's Haunted Conservatory, and each house and zone one of his paintings either pulling us in or escaping into our world. The narrative's fine on paper, the question would be how well they'll actually execute tying the everything together.
So which house gets left off the tour this year? Feels like Five Nights is the smart bet.
Was thinking about this too, I think it's FNAF or Jason with how complicated the rights are behind the scenes. I think Terrifier does make the tour but with extremely limited photo opportunities.