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Story for sure - it's what the film is about that makes it what it is. If I'm not interested in the premise, I don't care who is in it usually.
Other things I'd use to recommend it to someone else by saying "so and so directed it/stars in it etc" but for me, it has to be the story that draws me in.
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"A clown is funny in the circus ring, but what would be the normal reaction to opening a door at midnight and finding the same clown standing there in the moonlight?"
-Lon Chaney, Sr.
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