Much like Born To Be Wild, Jefferson's Airplane's psychedelic masterwork is a convenient way for filmmakers to let viewers know two things - a) the time period of the piece and b) that the subject matter is probably going to be pretty hedonistic. Its most memorable use in cinema has to be in Terry Gilliam's Fear and Loathing in Las Vegas, used perfectly to convey the drug-fuelled excess that the film encompassed. It was also used more recently in The Coen Brothers' A Serious Man to rather ironic effect, a punchline that begins and ends the film while letting us know the setting. However, it's just too obvious, such that while I enjoyed its use in those films, most other instances it seems lazily selected as "that cheeky, druggie song" rather than because it actually suits the scene.