Outside one of the theatres showing House of Wax in New York, two eager young men were passing out marketing surveys (“What was your reaction to House of Wax?” “Would you recommend this movie to friends?”). The responses offered for “Which of the following were important to you in deciding to come to see this film?” included “I am a fan of Elisha Cuthbert,” “I like horror movies” and “I read an interesting article about it,” but I checked “My friends wanted to see it.” I also checked the one that said, “I want to see Paris Hilton die.” I’m not kidding—the option was there. I would have scanned the survey form to prove it, but it’s copyrighted by Nielsen NRG, and they would have my eyes eaten by moths.