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The second best way to run the wires for surround speakers is to use crafty methods of hiding the wires behind objects in the room. Carpet is easiest to work with, since you can take a flat head screwdriver and hide the wires between the carpet and molding at the bottom of the wall. This way you can hide the wire all the way around to wherever you need it to go up to the speaker. If you have crown molding, you could run the wires up a corner and then hide them behind the molding, which makes a great hiding space.
Any time you run a wire up a wall, it is best to do so in a corner, then put something in that corner to cover the wire. A tall lamp or ficus tree works great for this. A bookshelf or something similar is also very good. To hold the wires in place, you could use double-sided tape or putty, or small brackets meant just for the purpose, and you can always paint over wires to match your walls. It doesn't take much work to hide the wire so that nobody would notice them at first glance.