I do pre-fill, and you can even do a partial pre-fill even on filters that are mounted horizontally or base down.
Just fill the filter with a little bit of oil at a time, and let it soak into the media as you spin it around to distribute the oil through the center tube holes. Keep doing that until it won't soak up any more oil, and still not spill any out when turned sideways or base down. You'd be surprised how much oil you can get in the filter doing it that way.