The filmmakers initially targeted teenagers as their audience because they felt teens enjoyed the horror genre more than other age groups. To attract this audience, they included typical horror elements like mystery, blood, and weapons in the death of a character named Elliott. Feedback from friends confirmed that these mystery elements and eerie music engaged the target teenage audience. The main character Shaun's costume was made more stylish and trendy while still being smart to appeal to teenagers, while Elliott's own teenage clothing also suited the target audience. Including ethnic diversity in the film could also attract minority viewers and widen the overall audience.