The main reason why you don't find this scene as creepy

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The main reason why you don't find this scene as creepy as it's meant to be is because you have been so used to seeing photoshopped memes scattered all over online, most of them meant to be for comedic purposes and hence when you see this, your brain immediately remembers those memes.

If a scene like this was made in the early 90's, you'd be more freaked out because you wouldn't be so used to seeing imagery like this.

Same goes for the movie Grave Encounters. They used the same ghost face effect that youtubers had been doing on youtube and so the ghost face reveal wouldn't have been so scary for youtubers.

David Lynch attempts a scene similar to this much better in Inland Empire with a female mouth laughing over a male's face, but what makes that scene work much better is that earlier in the movie there is a scene with main female character slowly runs towards the camera with that same grin and it isn't filmed with any jump scare... just a long camera take of her from a distance running to the camera as background sounds get louder and louder.

What would have made this scene better is if Pennywise did a similar thing: slowly get larger and larger out of the projector. That's why the Ring scared people first time the girl came out of tv because it wasn't a jump scare and is the same with Alien 1979 as the Alien slowly gets closer to Lambert.

Hope a director sees this and makes a note on my comment because this is how to save horror movies. Jump scares are just too boring now cos they all act the same with a loud noise and an image flash.

Now the scene with the spooky stretched painting lady with the clarinet was very intense and I was scared of that when I saw this It remake, because it was very well filmed being behind the kid. Wish movie had more like that with Pennywise.