In Sam Raimi's 1981 zero-budget horror film "The Evil Dead," Ash (Bruce Campbell) is attacked by mysterious malevolent demons in a cabin in the woods, having been summoned there by an ancient evil book called the Necronomicon. All alone in the cabin, you start to think that Ash is not so much being beset by monsters, as Campbell is being beset by the movie itself. In the more comedic 1987 part-sequel, part-remake "Evil Dead II," the self-awareness is amped up to a slapstick degree, and the language of horror gives way to the timing of comedy.

At the end of "Evil Dead II," Ash flees into another genre altogether, finding himself in England circa 1300 Ce. By 1993's "Army of Darkness" (which celebrates its 30th anniversary this week), Ash has transformed from an average college student into a really dumb, full-bore a-hole. He is hailed as a "chosen one" despite his crass dialogue.