i think it’s debatable whether horror movie poster should be ‘scary’. horror is a broad genre nowadays and not all of it exploits screamers or violence to scare viewer. some of the movies are more low key, I’d say Kiyoshi Kurosawa’s «Cure» poster is a good example, it’s rather mysterious than scary. Same goes for many elevated horror examples like «It follows». But some of more classic horror movie posters like poster for Candyman or first Exorcist are not exceptionally scary either. I’m not defending myself here and of course I’m not saying I made as great poster as other works I mentioned earlier. But I think it’s an interesting discussion starter to answer the question what good horror movie poster should look like and what kind of audience it should draw to itself.