While horror can be enjoyed by any and all ages, the typical target audience for this genre tends to be younger people such as teenagers and young adults from 15-25 years old.
Genre conventions are common elements, themes, and/or styles that make up a genre and for horror, there are several that can be listed both content-wise and production-wise.
Starting off with content, this genre usually includes isolation, victim versus monster, and violence. Isolation can be both physical and psychological as characters can be separated from society in an empty and quiet location but they can also be going through something mentally that others cannot see or relate to. Since protagonists and antagonists in the horror genre are more extreme than in other genres, victim versus monster is an accurate description as the main character is usually victim to whoever or whatever is chasing them down. Another tough style that makes up this genre is violence which refers to the fighting, attacking, blood, gore, and other kinds of brutality as they are typically displayed in horror, varying in graphicness.
Genre conventions related to production tend to consist of lighting, camera techniques, and sounds. The lighting used in this genre tends to be lower/darker since little to no visibility creates a sense of vulnerability and bad omen to both the characters and the audience in the genre. Moving onto the shots and movements used, every film incorporates close-up shots, sometimes extreme close-up shots, and quick tilts and pans to make a production appear more chaotic and even produce fear. Additionally, the sounds used are very versatile as it can be very quiet and creepy to make a film ominous or extremely loud and terrifying to create jump scares and get reactions out of the characters and audience.
Marketing within the horror genre are also pretty similar for the majority of horror films. Typical institutional conventions include heart-racing trailers, unsettling posters, and interactive promotions. For every horror movie trailer, there tends to be scenes that include the antagonist, snippets of jump scares, and violence to promote the movie as fearful but also interesting to keep the audience from getting bored and hooked onto the production. The posters for horror movies also tend to include the protagonist and/or antagonist in it or at least a disturbing element of the film to make viewers feel unease, a common example being even the simple color of red. Interactive promotions can be a puzzle posted onto social media or someone hired to promote the movie in person by wearing something or performing an action that relates to the movie being marketed to reel in more viewers.