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With regard to films, 'scary' depends on your definition - like Urge said, you don't generally get genuinely scared by a film once you reach a certan age, particularly those who have seen a lot of horror films.
However, there is still certain imagery which can be effectively creepy and haunting - and it's usually when things which represent innocence are shown in a slightly offbeat way. They're not threatening in a physical way, but psychologically, as they go against what we have been conditioned to view as 'good', pure, and non-threatening.
For example, the female form in a non-sexual way - a little girl, or an elderly woman in a rocking chair - can be a creepy visual image if shown in a certain way that suggests something's not quite right. The same with clowns, dolls, and other such things that we generally associate with innocence. They're not going to beat us up, but it's more frightening on a psychological level, unlike a big monster or horde of zombies.
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