In 2005, there was no Twitter or Instagram, but there was still such a thing as a viral marketing campaign. Looking to distinguish their film from all the other R-rated gore fests full of culturally savvy but existentially vapid hot young people that had been enjoying a renaissance since Scream helped redefine horror movies for a post-Nightmare on Elm Street generation, the creative folks tasked with marketing House of Wax decided to focus on what their movie had that others didn't: The onscreen death of Paris Hilton.
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