Jump scares kinda suck, don’t they? Well, it depends on who you ask. For YouTube’s Now You See It, it’s like a magic trick: it’s all about the build-up, the 30 seconds before you reveal your hand. But in most horror films these days, it’s used as a lazy, uninspired and cheap trick, a way to provoke a quick bit of fear from the unsuspecting viewer. When done correctly, however, a good jump scare can keep the audience off balance, elicit tension and establish fear of the unknown, which can carry throughout the duration of the running time.

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