The target audience for horror films is generally those in the age group of 15-25 years old. It is around this age that a common way to socialise with friends is to watch scary movies together. Young people tend to be thrill-seekers and this is one way to soothe that crave.
Although both genders watch horror films, they tend to be designed to appeal to the male fan base. This is made evident by the content and the typical characters. Stereotypically, males in this age bracket often play violent video games and so are enticed to watch a film with similar content. Film producers do this deliberately as they know that a large proportion of young males are very likely to watch. In my prezi (here) explaining the conventions of the horror genre, I mentioned the different characters that are commonly used. One of these was the 'sex appeal' of the film - a promiscuous young woman. This relates to the "male gaze theory"; it describes the tendency of works to assume a heterosexual man's viewpoint.
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