The opening scene of The Woman in Black establishes the setting and mood through various camera shots and techniques. Medium close-ups of smiling children create an initial happy atmosphere. However, a close-up of a creepy doll's face makes the audience feel uneasy. Mise-en-scene elements like props, lighting, and costumes also set the horror tone - scary dolls represent the children's vulnerability, while low-key lighting adds a sense of darkness. Unsettling non-diegetic music builds tension and works with the low lighting to create an ominous atmosphere from the start.