I think sex can be an integral part to setting up the suspense and atmosphere of a film.
You only have to look at "last house on the left" or "strawdogs" to see this and se how effectively this works.
However sex is used in 90% of films just to make a $, sex is a powerful marketing and money making tool so directors use it to either gain more hype or promotion or to just get some extras bums in seats.
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