The document outlines conventions commonly used in horror films and trailers to frighten and captivate audiences. It discusses how horror films aim to invoke feelings of fear, dread, and alarm through the use of isolated settings, weapons, certain character archetypes like teenagers and killers/monsters, and non-diegetic sound. Key conventions for horror trailers are described as using dramatic camera angles, jump cuts, dialogue to create mystery, and sudden cuts between shots of protagonists and antagonists to startle viewers.