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.