Independence Film writes:
While reading this article (above), the idea of spoilers not being important seemed inarguably untrue. As a cinephile, I think these studies should not be taken into consideration. In my perspective, I feel like people watch movies to immerse themselves in it's universe. They want to know every character, every action, every aspect of the story, just every little thing that's contributing to the plot. They want to see how the plot unfolds as their friend, the protagonist, starts uncovering more and more details in this epic mystery, they need to experience every little emotion that he/she is feeling. And to get to that level of subsumption, you should know as little as possible of the story, so when that shocking moment comes, it really hits you.