"Jump scares" are a very well-known aspect of a horror trailer/film. False shock is when the audience are waiting and waiting, and when there is a build up nothing happens. Sudden shock is when the film makes the audience jump suddenly without any warning which can be frightening. Directors and editors can make these effective by music. If the music gets louder, more eerie and intense the audience can sense something bad is about to happen, or a horrible loud bang will make the audience jump in addition to what is going on visually.
Film directors learn how to do jump scares well if they have enough experience. The majority of horror films include jump scares to get the audience as involved with the film/trailer as possible, and to create different forms of fear and tension throughout the viewing. In horror trailers jump scares are the most common way to end a trailer to entice the audience.
Some people think that jump scares are the most effective ways to get the audience scared, as it builds tension and adrenaline, frightening the audience suddenly, which film directors may enjoy. Other people have negative opinions, thinking that jump scares are an easy way to get the audience involved in the film. All they need to do is to make a sudden cut with some scary music. This can be the case but isn't always, as jump scares can be done well.
Some examples:
"Alice Sweet Alice"
https://www.youtube.com/watch?v=g0lFjNy8sOc
"Jaws"
https://www.youtube.com/watch?v=yrEvK-tv5OI
"Mama"
https://www.youtube.com/watch?v=BYidLUda8tk
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