Dream house 

The main genre of this film is a thriller/drama and the sub-genre it consists of is psychological. This film is known as a suspense thriller about a family that unknowingly moves into a home where grisly murders were committed...only to find themselves the killer's next target (Haunted By the Past,Mental Breakdown). The conventions used within the theme of this film shows us that the target audience are people who enjoy being mind-twisted or mysterious. 
The key signification that conveys the type of target audience, Genre and Sub-genreBy looking at the poster we are able to identify the film's relationship towards its target audience as we can see dark and damp colors are used for the wood. This creates the sense of the past as the audience acknowledge the fact that the wood is old.Through the door knob we are able to see the three main characters who are in the film. The aim of this door knob could possibly be to target its audiences eyes. Below are two little girls who hold hands, this creates a weird and mind twisting atmosphere but then again relates to the father who imagines then to still be there(mental breakdown/haunted by past).
Since it is a thriller, the target audience are more likely to be 16+. Even though its about a man and his family it wouldn't be suitable for all members of the family to watch. Perhaps people who are mature(16+) and will allow the mind twisting to get over them such as younger views would be more likely to enjoy having a fright and are interesting in extraordinary/mind playing thrillers
 Another key signification of this film is the man in the middle (Daniel Craig) is more recognized as an A-list actor who also stared in the film "James Bond". The purpose of putting him there is to attract more viewers.