In the beginning, we are introduced to Alma as he writes his name on the chalkboard but his name isn't the only one up there. Who are all these people? Where are they? Uncertainty can make us question what is going on and what will happen next and make us want to know more to answer these questions.
This is the scene where foreshadowing takes place, as the store door opens by itself and it makes you think that Alma will enter after he was trying to get in but it was locked. Foreshadowing gives you early hints on that something bad may happen and makes you anxious, because we all know good things rarely happen when a door opens itself.
This scene is when the plot begins to become creepy and tense as Alma starts to reach for the doll. Not only does the background music take a dark turn, but you can hear another doll trying to escape in the back. What will happen if Alma grabs the doll? By creating that tension it makes you want to know what's going to happen next.
In this scene, the creators of the film decided to use a cliffhanger to create an even bigger suspense in the film. At the end of the film, the camera turns to the podium that the previous doll was standing on and it now contains a new doll. Will this new character have the same fate as the last? This creates uncertainty about what will happen next in the story.
In the early beginning of the film, you may assume that the video is going to be more on the cute and innocent side based on the mood. As Alma is smiling and trying to catch snow while cheerful music is playing in the background. By using sounds and visuals we can tell something is going to happen so we may begin to feel anxious.