Is 'It Follows' horribly mismarketed?

I just got back from seeing this film on its opening night here in the UK and I have to say I loved this film.

However almost everyone else in the cinema hated it to the point where I started to doubt my perceived love of the film.

After speaking to my brother in law (who I saw the film with) he said he felt lied to by the adverts and he said he expected the film to be more of a jump scare horror then the slow, tense thriller that the film ended up being.

Recently other critically acclaimed horror films have also received negative attention from audiences after they felt duped by the adverts. The Babadook is another good example of this.

I guess my question is: Is this going to damage the marketability of all different types of films in the horror genre?

The way I see it, audiences will lose trust in the genre is they keep being tricked into seeing films they thought would be very different.

What are your thoughts?