First of all the trailer has to be short preferably a minute long, this is in order to generate suspense as you will not be revealing all the information about the film at once but just little segments which the audience will have to piece together to unlock the story line and have some understanding of the narrative.
Montage editing should be used to create this affect although at time it is good to use sequence editing so you give a little insight into the narrative of the film.
Sound is also very important depending on the genre of horror. J horrors tend to have airy sounds that make the environment feel open and isolated. The ring is known for its well used sound effects such as the bee buzzing noise which has become a trademark for the movie.The Grudge is also recognized for its famous sound affect of the yuri voice croaking similar to that of a frog. These sound affects have been used to indicate when the villain is about to arrive.
How ever in slasher or splatter films the sounds are usually the swooshing noises of the weapons being used to kill its victims.
Teaser trailers tend not to reveal the antagonist of the film but they do show the key characters involved and give us a brief idea of their relevance to the film.We plan to use this concept when editing our own film we want to have a sequence of clips that progress at a fast pace until they eventually reach a climax and reveal the antagonist facial features.How ever you will only see his face for a second and no longer.
In teaser trailers I have noticed that the killings shown are implied rather then carried out which again generate suspense and creates tension.
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