There is no way in any presentation that you can make the xeno scary in this form at this moment,Yeah, that's all bullshit. Familiarity with the look or actions isn't what makes a thing scary. People use that as an excuse to be f**king lazy with their storytelling, or justify bullshit new creatures to keep things "fresh".
we all have seen it way to much, it isnt a mystery anymore nor is he undefined anymore,
the AVP movies have a part in that and Alien:R and Aliens also a little, i loved Aliens but it took away every aspect of horror away from the creature/thing.
Anything can be scary if handled competently.
Familiarity with sharks doesn't stop 'Jaws' from being scary. Spielberg made a masterful thriller by tapping into peoples' fears with that one. Kept people off the beaches, too, for that matter. Mind you, since then, most movies featuring sharks lack the power of that Classic. Mind you, that's not due to familiarity, that's got a lot more to do with the power of the content not being understood.
If anything, it's familiarity with the Alien that made 'ALIEN: Isolation' the edgy game it was. Being versed in all the lore surrounding the game sure aided in appreciating it's goals.
It was scary back then yes i agree, but now a Jaws wont be scary ever again no matter how you throw it at the audience.
Same with the xeno, back then it was scary and in space and a creature that stalked, but after Aliens and the rest of the movies the xeno didnt become scary it became a defined creature, fighting with predators etc made it just a silly creature,
wich had a lot of help of the stupidity of humans, breaking it down it isnt scary enough anymore, we know what it can do and we know how it works.
When i look at Michael Myers from Halloween, he had some shitty movies, but he kept his identity, and his concept still can work,
done by a good writer, he is still undefined.
But if im reading the comments around here Ridley has got a big job to do, because i think a lot of fanboys wont give him the credit he deserves even if he will bring us a big good Alien movie and introducing the new xeno's,
some just wanna stick and believe in that old concept that is gone as dust.
And the Force Awakens sucks come on!!!!