Something I posted on TV tropes years ago after a debate i had with my friends
A common problem in horror movies tends to be the fact some fans see the genre as nothing but Darkness-Induced Audience Apathy. For example: The cast of potential victims is presented as a bunch of obnoxious jerks, and/or complete idiots, to the point where it's hard to feel bad for them when they finally start dying. Although for many that's part of the appeal. On the other hand, if the horror movie has a sympathetic family as a victim it could have another negative effect ranging from Shoot the Dog to Moral Event Horizon (as far as the writers, creators etc...unfairly or not) to Crosses the Line Twice. Which could also turn off certain groups of horror fans as well, which possibly explain the constant obnoxious jerk characters as a substitute, and villains constantly being prone to being Draco in Leather Pants. Horror films (especially mainstream American horror films) likes to be broadly appealing. You can't have a popular horror film where expies of The Waltons and The Cosbys are brutally murdered by the Psycho/Demon/Werewolf/Vampire/Alien.
Of course, while it might be too horrifying to subject, say, a charming, wholesome, likeable family to the events of a horror film, making potential victims unlikable and rooting for the monster are both Comically Missing the Point of horror. Why should you be scared of something you're actually hoping to happen? This is sort of a inherent divisiveness within the genre (like the situation with Glenn Rhee in the walking dead show and comics). Horror fans want to be scared, but doesn't want it to come by way of hurting innocent likeable characters. Which is terribly ironic considering certain horror fans complain about the genre lacking likeable characters. So my question I guess is what should the standard be. Where should the line be drawn?