while the surrounding area, including the alien spaceship, helicopter, and snow, were all painted. Carpenter's friend John Wash, who developed the opening computer simulation for Escape from New York, designed the computer program showing how the Thing assimilates other organisms. Model maker Susan Turner built the alien ship approaching Earth in the pre-credits sequence, which featured 144 strobing lights. Drew Struzan designed the film's poster. He completed it in 24 hours, based only on a briefing, knowing little about the film. Release The lack of information about the film's special effects drew the attention of film exhibitors in early 1982. They wanted reassurance that The Thing was a first-rate production capable of attracting audiences. Cohen and Foster, with a specially employed editor and Universal's archive of music, put together a 20-minute showreel emphasizing action and suspense. They used available footage, including alternate and extended scenes not in the finished film, but avoided revealing the special effects as much as possible. The reaction from the exclusively male exhibitors was generally positive, and Universal executive Robert Rehme told Cohen that the studio was counting on The Things success, as they expected E.T. the Extra-Terrestrial to appeal only to children. While finalizing the film, Universal sent Carpenter a demographic study showing that the audience appeal of horror films had declined by seventy percent over the previous six months. Carpenter considered this a suggestion that he lower his expectations of the film's performance. After one market research screening, Carpenter queried the audience on their thoughts, and one audience member asked, "Well what happened in the very end? Which one was the Thing...?" When Carpenter responded that it was up to their imagination, the audience member responded, "Oh, God. I hate that." After returning from a screening of E.T. the Extra-Terrestrial, the audience's silence at a The Thing trailer caused Foster to remark, "We're dead". The response to public pre-screenings of The Thing resulted in the studio changing the somber, black-and-white advertising approved by the producers to a color image of a person with a glowing face. The tagline was also changed from "Man is the warmest place to hide"written by Stephen Frankfort, who wrote the Alien tagline, "In space, no one can hear you scream"to "The ultimate in alien terror", trying to capitalize on Aliens audience. Carpenter attempted to make a last-minute change of the film's title to Who Goes There?, to no avail.