I love The Apartment (and not just because of the great performances by Jack Lemon and Shirley McLaine). While re-watching it yesterday I realised I love this sequence at the beginning where Baxter sits down to eat dinner and while being intrigued by the prospect of watching Grand Hotel the TV keeps going to "a message from their sponsor" and other channels just have cowboy movies where things crash and people fight. I love it mainly because you could it set it in 2009 and it'd still work and it'd still be relevant: marketing and bang! bang! turn smart viewers off. No?