I disagree. There are many a movie where the film ascends into another level on rewatch.
Again, it's a question on where you put your premium when it comes to the moviegoing experience. That's not to say I spoil myself for everything, nor am I saying I DON'T get annoyed when people spoil things I wasn't asking about. But once that genie
is out of the bottle, by the time I'm sitting down and watching the movie - it doesn't really matter. The movie has to work on its own merits, aside from the marketing and aside from pre-release buzz and bullshit.
And honestly, most of the greats didn't become greats on first viewing. They had to hold up on rewatch. They had to have more rewards.
As in life - the virgin experience is never as good as you wish it was.
It's been like this since 1978, really. Before then, the S did just stand for "Superman." Marlon Brando suggested it be a family crest, and from then on, most writers have treated it as such.