Silencing A Jump Scare

YouTube recently removed a short ad for The Nun because the loud jump scare blasts at you from an unskippable ad, and some YouTubers were freaked out by the unexpected audiovisual assault from the film’s sinister sister. Part of me is annoyed, and part of me gets it. I have become increasingly frustrated with pop-up advertising and ads that start automatically, particularly when I forget that my volume is up higher after having watched something quiet. It means I either need to turn the volume on my monitor off (not always a bad thing) or pay close attention when jumping onto a new site, and that’s too much of a hassle.

At the same time, the lil’ devil in me loves that some people were freaked out by this short spot. I doubt that anyone would suffer a heart attack from such a quick burst of sight and sound, but in the case of YouTube, they are better safe than sorry. Whether this approach was intentional on the part of Warner Bros. is unclear, but it makes for great marketing for The Nun. An onslaught of retweets about the ad ban generated plenty of free publicity.

Ads for the 1972 horror film Last House On The Left used the now famous tagline: “To avoid fainting keep repeating, it’s only a movie… Only a movie… Only a movie…”

For 1979’s Phantasm, it was: “If this one doesn’t scare you, you’re already dead!”

For The Nun, I propose: “So scary, the trailer could kill you!”

Watch the ad below, if you dare.


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