In my opinion in art nothing can go too far as long as you don't physically hurt people or animals. Art is there to push boundaries. I love it when my work freaks people out but it's all fake!
I always use the Internet. It's a great marketing tool. It's a great starting point, allowing you to show your trailer and have people all over world be able to see it. It was much harder in the old days.
Horror films are art, it's all make believe. It's great if a filmmaker can try to push boundaries and see how much an audience can take and see what happens. It's fun to be able to do that.