Jenny McCarthy, pneumatic former Playboy Playmate, now an ambitious starlet on the make, plays an ambitious starlet on the make. "I feel like there is a candle inside of my body and it was just lit when I got my first part on TV," she told me when I interviewed her in 1997. "And now, baby, it's turned into a motherf---ing torch! And it wants to go bounce!" In Scream III, it gets its wish: until the snuff scene comes along.If you remember Ernest Thesiger taking lunch on a coffin lid in The Bride of Frankenstein, or the Claude Rains incarnation of The Invisible Man skipping down an English country lane, singing "Here We Go Gathering Nuts in May", you'll know it wasn't Kevin Williamson or Wes Craven who first realised that a bit of incongruous humour at the right moment could up the horror ante. But you've got to wonder how much of this a normal audience can take. Unless, of course, there's now no such thing as a normal audience."They can take as much as we've given them so far," reflects Craven.

"There's a fascination in most audiences for looking at different levels of reality in the process of seeing a film Look at Being John Malkovich Or Magnolia, even. I was in Amsterdam the other day and went to a museum where we saw all the paintings of the Dutch masters. In there you see every detail of the life of that period - what they ate, what they wore, how they went to the bathroom The details were all there. In a similar way, it's impossible to make a film with teenage characters that doesn't reflect the details of their world. They're just swamped with images, hyperbole, heroes, villains, fictions.

You can't talk about teenagers without talking about all that stuff."So here's my idea for Scream IV. Scream III star Emily Mortimer plays British actress Emily Mortimer, on trial for the murder of all the movie critics who gave iffy reviews for her performance in Scream III She is defended, of course, by her father Or maybe Rumpole of the Bailey But it's Wes Craven who really dunnit "Yeah, great," says Craven, tolerantly "You should pitch it to Miramax They might go for it." He's being ironic, of course.. Business start-ups are always being urged to focus but few take this approach quite to the lengths of Alastair Crawford and Michael James. Business start-ups are always being urged to focus but few take this approach quite to the lengths of Alastair Crawford and Michael James. The two of them run a company called The Silver Fund As its name suggests, it deals in silver But not any old silver. Based in St James's, the exclusive fine arts and antiques district in London, it only buys and sells second-hand products made by the Scandinavian company, Georg Jensen.If that looks too narrow a field to make sense, just look at the figures. Georg Jensen, the company, has an annual turnover of about £13m from its 64 shops and a number of concessions around the world selling products straight from its factory. But, according to Mr Crawford, The Silver Fund is doing nearly half as well with just its St James's shop, plus an internet site.The reason is simple.