There’s a scene about midway through when Ben Mendelsohn’s, sell out, stuffed shirt, businessman bad guy is laying out his evil plan. After they take control of The Oasis, the virtual reality game that has become the bedrock of society in the ruined and desolate world of the 2040s, they’ll jam it full of advertising. In a cute little note, they throw up graphics reminiscent of crappy, free-to-play mobile games. ‘We estimate’, he says, ‘that we can fill roughly eighty percent of the visual field with ads before the player will have a seizure.