Zac Efron and Jessica Alba were tolerable once but they've disappeared now!

I think anyone on FT is going to get annoyed with inflight videos, but you will never get EK to remove them, as the whole point of EK is a gateway to Dubai, to promote its image and inbound investment and tourism: how many pax can we get to do an overnight stay at least, or one holiday eventually? 300-400 captive advert consumers.

That is more than worth it - if you're a frequent flyer already on EK you aren't going to switch because of adverts, you're either captive, or here for something else (fares, lounges, wine).

Since the adverts will not change, then for me at least, I found the solution was an interior one - I get to decide what annoys me and I decide that an advert on a plane doesn't. Train your brain to tune it out, and as if by magic, no feeling sick, no annoyance, no issue

For ICE, I've managed to reliably press the time bar exactly to the start of the movie or show each time though...(try for 3 min 50 or so).