In the UK, the Pearl and Dean theme will be a cultural touchpoint for people of a certain age. A quick ‘Ba-ba-ba-ba-ba-ba-ba-ba-bababa’ will take some people to a different place.

It’s an old jingle, from 50 years ago, that was a commonplace sound if you went to the cinema. For some people it will have become a tradition; a custom that they expected to follow before watching a film.

A bit of content isn’t a tradition. The way people code it into their experience is.