Fans at early showings of Spiceworld, the long-awaited Spice Girls movie, suffered from a poor aim when it came to the targeting of the product.
The average age (about eight) meant that elements such as the opening credits by Plume weren’t really appreciated. Neither were most of the jokes: few of the tots seemed to recognise the celebrity extras and the jokes at their expense. Elvis Costello, Jools Holland and Bob Geldof escaped much potential embarrassment by remaining anonymous.
Even being in the headlines with a massive hit single doesn’t seem to guarantee fame with today’s fickle youth.
One such child was heard to ask her mother the identity of one of the stars on parade. “That’s Elton John,” came the reply.