The less I care about a movie, the more likely I am to read spoilers, if I'll read anything about the film. Who knows? Something might spark my interest, and I may want to go see it. It has happened before.
But the more interested I become, the less I want to hear, to the point where I wish I could stick my head in the ground and never ever see anything until the movie hits.
Until something happens...my interest reaches a critical mass, and I get REALLY interested, and I have to fight the urge to read spoilers, because I need to know what's going to happen RIGHT THE HELL NOW. And then things skyrocket exponentially.
"Movie" of course being interchangable with tv, comics, books etc.
And this isn't taking into account my feelings on if everyone's gonna see it before me, I may as well dive in thoughts. Better to know what's going on than try and avoid everyone.