I admire the way Shiraishi conducts his horror fables. In his universe, you always have to gather all right clues to solve a riddle after another in some kind of creepy loop. Fans of "Noroi" and "Occult" will probably enjoy this movie, although it's weaker than those. Think of this as a Lovecraftian J-horror experience.
This time, Shiraishi's madness did not work for me. Cult lacks inventiveness and a better plot - not to mention certain character that appears in the third half of the film. As a lover of Noroi and Occult, I think the director did not have enough pieces to build his usual puzzles: Cult is a kid's toy not because of directing skills (they are there) but because of the story on its own.