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I consciously try to keep myself from building up a movie I've seen just for that reason. I'm batting a perfect 1.000 for building up a movie to my friends and them ending up unimpressed. But if I keep away from the high praise and just say it's "good", then they seem to enjoy it.
OTOH if someone else builds it up to me, I'll give it some time before I see it just so that I don't make my expectations too high.
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