If you’re like us then you mute the adverts when you’re watching television, which just makes it all the more infuriating when you have to sit through them at the cinema - having already paid a high price for admission. Fortunately, the ICA is with us and has recently gone ‘ad-free’.
So if you want to watch the newest films in one of London’s finest establishments then you can do so without the spectre of annoying adverts harshing your pre-movie buzz. Trailers, we’re fine with…
