xhonzi said:

twooffour said:

I think another factor that should be considered in research like this: the second viewing.

Good points. Even the ones I've snipped.

I was thinking about this again... maybe you can compare it to a good joke.

The first time you hear it, it may make you take a second to "get it" which might make you feel inferior, especially if other people are already laughing at it.

The next time you hear it, it may be almost as funny, but it's also not a surprise. You may feel more confident about yourself... but there's nothing like hearing a joke for the first time.

There's nothing like seeing an unspoiled movie for the first time. There is at least one other thing like seeing a spoiled movie for the first time: seeing a movie a 2nd time.

So basically, seeing an unspoiled movie would allow you to watch something both ways... whereas having a movie spoiled before you first watch it may only allow you to watch it the one way.