"It's time that motion picture critics started taking so-called "terror" or "horror" films seriously" - Vincent Price
There is good reason why Vincent Price is a venerated horror star. First and foremost, he was an excellent actor, a fact that no one can deny. Secondly, he was serious about the roles that he played in the horror films. He even went so far as to occasionally write about it.
In the Blaisdell, Burns, Haydock-helmed FANTASTIC MONSTERS OF THE FILMS #4 (1962), he wrote a guest editorial defending monster movies as a serious genre, and in particular, his latest AIP film THE RAVEN.