There are two types of audiences prevalent in our cinemas – those who eat popcorn and those who don’t. Somewhere along the quieter moments of Iron Man 3, when director Shane Black isn’t loudly crashing metal against metal, a cacophony of popcorn-munching rises above conversations between Robert Downey Jr. and Gwyneth Paltrow on-screen, blatantly reminding myself that despite this being a multimedia screening full of press and critics, I am also in a room of the popcorn crowd.