didnt they do a study where they basically "proved" that spoilers dont take away from something . they did it with books int he study i believe.
edit: the university study: The Study
Wait: were the people invested in these stories, or were they picked ahead of time at random? I think spoiling....whatever the hell's coming up in theaters for.....whoever the hell's going to see it would go quite differently.
I also have to imagine their use of short stories limits the results in some fashion, as does when they decided to spoil it (was it right at the beginning or in the middle of reading?).