Second time wasn't that scary

Just watched "The Ring" for the second time. Second time wasn't that scary. I don't know exactly why, but is this because I knew the story already? Is this because all scenes weren't shocking or scary any longer as I watched once?

It's actually kind of hard for me to think of any horror movie that I watched twice and was scared for the second time also. Maybe you are not supposed to watch any horror movie more than twice. Just anther DVD that you don't want to buy?