Oculus was a film that worked on may levels because it combined psychological thriller elements with the classic horror genre. Relativity wanted to create an image that affected the audience on the same level. To elicit an immediate reaction was desired, but hopefully it would also give the viewer a reason to think about what was happening in this altered reality that the film presented.
The real challenge, considering our villain was a mirror, was to come up with an unexpected solve that would make people stop and react without using the expected horror genre elements. To make this stand out among other potentially shocking images this needed an element of altered reality.
The client felt this was a perfect balance, they wanted something unexpected and slightly disturbing. Resulting in a box office draw that was over 5x the cost of the movie.