On a hot summer day in 1983, a transfer student named Maebara Keiichi comes to a peaceful rural village in Hinamizawa. There he befriends his classmates Rena, Mion, Rika, and Satoko.
Just as Keiichi is beginning to assimilate into simple rural life, he stumbles upon the dark history of Hinamizawa - every year for the past four years, one person has been murdered and another has gone missing on the day of the Watanagashi Festival.
When They Cry is an unnerving story of rural folklore and small-town psychosis steeped in brutal violence and horrific sadism. Cute and funny one minute, sinister and twisted the next, When they Cry broods with a unique psychological malaise.
"(When They Cry) unnerves and disturbs much more with its violence and wickedness than with any sexual connotations, one where a perfectly cute-looking girl can turn into a perfectly menacing creature with startling swiftness" - Anime News Network