What makes a movie scary

In a horror film there are only a couple of things director can do to make a movie scary they can use anticipation, suspense, pop outs, or murder.  These things are essential in horror films but I think that the director makes these scenes too predictable and at this point not many horror films can actually be scary.  Scenes are to predictable and it comes to a point where you can guess what happens.  When you watch these movies normally the only way can actually make you jump.  Horror films have to find a new way to scare people because it seems like ever horror film is the same because everyone goes into the movie knowing that its going to be scary so they sit there and just wait for the scary parts.  These movies need to do less advertising for there movies because they have to give us less to expect because many people already go into the movie knowing what will happen.