The old Kongfrontation was really good at being foreboding in the queue. Many rides have very strange premises for why the guests are there if they go the realistic route. Kongfrontation had a fairly plausible one - an evacuation. Then it set the scene with a really well done cityscape and the TV monitors with the news reports and the way the queue viewed an area of the ride "just out of sight" where something was obviously going wrong but you couldn't tell what. It made you think "What the hell is out there? And what have I gotten myself into?" Plus the ride system was pretty cool. Putting people in the air always kicks things up a few points.
To me, the new Kong tries to go for many of the same things.. but instead of involuntary evacuees the guests are willing participants. That changes the tone in a way I don't think they anticipated. They still treat it like it's an inevitable dreaded fate when it's being approached by the guest as moreso an adventure.