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Oh yes, it does depend entirely on viewing context. Nothing beats a dark room, alone, right near the TV.
Plus, it's interesting to look at whether films are scarier the first time you see them or on repeat viewings. Sometimes it's the anticipation of what's going to happen when you watch a film for the second, third, fourth time etc.
An example of this effect, for me, is that brilliant moment in Exorcist III when the killer emerges from the room in pursuit of the poor Nurse. Waiting for that moment is terrifying. I can't actually remember if I was more or less scared the first time I saw it.
As I child I was terrified of "The Fly" (it's now my favourite film) and part of that fear came from the fact that I had seen the film already and I knew what was coming. I knew that each time we see the character he looks more horrifying. But then, once he was onscreen for a few seconds I wasn't as afraid anymore.
Of course, this can have the opposite effect. The shock value at the end of "Don't Look Now" was entirely ruined for me because I had already heard what happened. I was anticipating it, but it didn't scare me.
It's a shame because my girlfriend is terrified of horror films in any way, shape or form. And that's not even in an "ooh tell me when the monster is gone" kind of way. She will not watch horror films. The other night I was getting ready to watch "Final Destination 2" when I went downstairs to get a drink. She had to mute the TV because she couldn't bear to hear the sound effects on the menu!
Interesting subject, the more I think about it.
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