Back when The Matrix first opened, it was still possible to go to the cinema without knowing anything about a movie. I watched it like this and my mind was blown. I thought I was about to watch a techno thriller about a hacker who resisted authority!
I don't think I would have enjoyed the movie in today's hyperconnected internet culture, where we know what every movie will be about months and sometimes years before release.
Wait, I'll make an exception: say what you will about The Force Awakens, but I totally thought -- based on the trailers -- that it was going to be about Han Solo and Chewie. When it turned out to be about a new character, Rey, I was completely and pleasantly surprised. Well done, trailer editors!
Yeah, that's what I mean. I went in not knowing anything, never having seen any trailers. And halfway through I went, "oh this is They Live, but the skeletons wear sunglasses."