I'd like to see how it's done to elicit reactions like that in a controlled environment.
It's pitch black. Tight space. You're walking along with no idea where the next event will happen. You can't even see the person right in front of you, which is why people are always huddled together. You're sort of creeping along following the person ahead by touch. The person is front usually can see a small, laser pointer-type red dot that you get direction from. Often times, they remove the dot.
All of a sudden a car that's only a few feet away from you, coming at you from your right, is pushed towards you with horn and headlights on.
They use a car, but really it could be any large, loud, and bright object coming at you suddenly from complete darkness.
It's scary even after you know it's coming, because you're never quite sure exactly where you are in relation to the "scare". You're creeping along very slowly because of the dark.
It's very well done.