Todays horror movies are getting less and less scary. This is happening because the movies are lazy, and they don't lead up to anything because they go for the small scares not the big ones.Most horror movies try to scare you with a jump scare or a loud noise. But by doing this it "trains" the viewer to only expect those loud noises and to associate the "fear" with a loud noise or a false scare and forget what true terror feels like.
Horror movies that are successful in the fear factor find things that emotionally connect viewers. For example when movies show the monster or ghost by the baby and the mother freaks out, you tend to freak out to because a baby stands for innocence and they disrupted that.
Another factor to the success of horror movies is the trailers. The producer has no say over the trailer so it can make or break a movie.
http://nofilmschool.com/2015/10/3-reasons-why-horror-films-are-just-not-scary-anymore
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