I've written before about the brain-melting tedium of adverts in the cinema. Now it looks as if the punters are starting to strike back. Film-goers in the States are suing chains of cinemas for damages for advertising a certain start time and then showing three or four minutes of adverts before the film itself. Good for them, I say, though I think that they are getting away lightly with only four minutes â it seems like we have to endure about 15 minutes when we venture to the Odeon cinema in Oxford. At least when you're watching TV at home, you can always mute the adverts, channel-hop, or go and make a coffee. In the cinema, you're a captive audience, and you can only roll your eyes and groan as yet another flaming Bacardi advert comes on.