An audience research questionnaire asked viewers questions about their preferences and expectations for horror film openings, content, and themes. Key findings included that most respondents do not expect the full storyline to be revealed in openings. Gore frightens some but not all viewers. A murder in an opening grabs many viewers' attention. Important opening elements are sound, location, and characters. Horror films based on real events appeal to many. Viewers want to feel scared and find isolated outdoor locations most effective settings. A villain that can't be seen is scarier than one that can. Some consider graphic humor or resembling the human centipede inappropriate. Viewers expect jumps and screams, psychological terror, and interesting characters in horror films.

1. Audience research
Questionnaire
1. When watching an opening sequence do you expect to discover the whole storyline?
Yes
No
To an extent
Question 1
9
8
7
6
5
4
3
2
1
0
Responses
Yes
No
To An Extent
2. Do gruesome aspects within horror films frighten you? E.G blood, gore and
weapon
Yes
No
To an extent

2. Question 2
12
10
8
6
4
2
0
Responses
Yes
No
To An Extent
3. Do you think a murder during the opening sequence of a horror film grabs
your attention?
Yes
No
To an extent
Question 3
16
14
12
10
8
6
4
2
0
Responses
Yes
No
To An Extent

3. 4. Which element do you think is most important to have in an opening
sequence of a horror film?
Sound
Location
Character
Question 4
7
6
5
4
3
2
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Responses
Sound
Location
Character
5. Does a horror film appeal to you if it’s based on a real life event?
Yes
No
To an extent
Question 5
14
12
10
8
6
4
2
0
Responses
Yes
No
To An Extent

4. 6. How do you expect a horror film to make you feel?
Scared
Sympathetic
Anxious
Disgusted
Confused
Question 6
10
9
8
7
6
5
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2
1
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Responses
Scared
Sympathetic
Anxious
Disgusted
Confused
7. What type of settings within a horror film is most effective?
Isolated outside locations
Haunted house
Domestic settings
Question 7
9
8
7
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5
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2
1
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Responses
Isolated outdoor locations
Haunted houses
Domestic settings

5. 8. Which is most frightening, a villain you can see or a villain you can’t?
A villain you can see
A villain you can’t see
Question 8
14
12
10
8
6
4
2
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Responses
A villain you can see
A villain you can't see
9. Is there anything you consider to be inappropriate in a horror film? If yes please specify
No
Yes

6. Question 9
14
12
10
8
6
4
2
0
Responses
Specified yes answers:
1. Humour
2. Anything that resembles the human centipede
10. What do you expect from a horror film?
Jumps and screams
Being psychologically terrified
Gross scenes (blood and massacre)
Interesting and unique characters
Yes
No

7. Question 10
8
7
6
5
4
3
2
1
0
Jumps and screams
Being Psychologically terrified
Gross Scenes