It looks scarier in motion. It's limbs move around and the eyes actually follow your character.
I've also found it sort of hard to differentiate any major part of this game from previous souls game. They all look quite similar. But I've found out from Dark Souls II it's not really the looks that make a FromSoft game. It's the actual game. People can defend Dark Souls II all they want, but it very clearly falls short when compared to Dark and Demon's Souls. Even though all three look very similar in the exterior, one is fundamentally a worse FromSoft game. The main reason that makes FromSoft game, or better yet, a Miyazaki game, are the intricacies inside the game. They are what split it apart from the rest. The deep mechanics rooted to the bone of the game. So even though the games may not seem very different, they might be leagues apart in quality.
Though that's not to take away the things that Bloodborne differently. Like the regen system, the guns, or the transformable weapons (specifically these are gonna shape the game more than I think people realize). Also, if the rumored multiplayer mechanics turn out to be true then those will also shape the game greatly. There's also the multiplayer side that Miyazaki is still keeping a secret from the public. He said vaguely in an interview that he wanted to try something new in that area, and that's basically all the info we have.