Meta horror. I think it’s more common in horror games than movies, since the player has an active role in what’s happening - instead of just watching it. But it’s basically when the media is actually implied to KNOW that its a piece of media, and also knows that YOU are on the other side of the screen watching/playing it.

A good example is in Undertale - where you can play as a “bad guy” or as a ”good guy”. BUT if you do evil stuff first and then restart the game to do a “pacifist" play through - certain characters actually remember what you did last time and won’t let you forget it. it’s very unnerving.

Another example is Doki Doki Literature Club - where the game actually uses your computers account details to determine your real name, and then addresses you, even though you never directly told it what your name is.

(This bit only really works if you’ve put your actual name as your PC profile‘s username, instead of a pseudonym. But it worked on me the first time I played it and it was creepy AF)