Our happy hour fact to amaze your drinking buddies with.

Sexual content does not contribute to a film's popularity.

In the most thorough study of its kind, researchers at the University of California, Davis, watched 900 films released between 2001 and 2005 while noting how each performed at the box office. Contrary to the much-repeated mantra of "sex sells," explicit content didn't make a film any more likely to succeed (even after researchers controlled for MPAA rating).

"Nothing is as shocking anymore," said media critic Craig Detweiler, in response to the surprising finding. "You can see it in Britney Spears' kiss with Madonna and Janet Jackson's Super Bowl performance. Things that were a big controversy among some, the next generation kind of yawned at it."

Or it could be that the next generation has learned that a better way to get their sex-and-nudity fix was with oodles of pornography beamed right into the home computer -- or work computer, if you're one of those daredevil types.