Story - what truly should matter.

I just watched it.
I don't want to criticize acting, choice of cast, photography or effects; I think that any Lovecraftian fan really cares about two things: story and atmosphere.

The start and first part were brilliant. They gave us a feel of slowly transitioning from the real world into the rabbit's hole.
Great atmosphere... good moody shots and fantastic intense locations.

Then the movie started to get confusing.
I don't mind eccentricity at all. And any character getting into a Lovecraftian storhy should be up for a bizarre trip.

But the problem, I think, was that the character was not diving into a bizarre unexplainable world: the events that were happening were clear and mundane, and what was confusing was the story itself and the reason of those events happening and their logic.

I loved the store clerk and the moment in the road where she becomes hysterical and wants to leave. And asking Russ to find her brother was great and added hints of the horrors untold... but getting inside a house where by coincidence the missing boy is, stumbling again into Susan in the middle of the street, the parade; all of that was unnecesary and drove us away from the horror.

Then, towards the end, the climax had good concepts: the chaos on the streets, the sacrifices, the mother's message, the final gathering. The problem was their atmosphere; too bright, too talkative, too explicit, too humane; hitting rock bottom with that awful happy song during the credits.