One way of potentially increasing the tension in a thriller or horror film is for the protagonists to be a "fish out of water".
They may be on holiday, they might be moving into a new town or they might be on a working trip to somewhere new to them. They don't know the people, they don't know the local "rules" and they are cut off from any support they may have at home.
This is also an efficient way for the filmmakers to give the viewers information because they ask the questions we need answering. We learn as the protagonist learns. That's why so many films, in all genres, follow a person who is new to the world of the story, whether it's an office, a hospital or a far-away planet.
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