Sometimes, a person will read a review for a movie and find that the reviewer had the very same opinion of the movie as that person did. That person might then go on to check out other reviews written by the same reviewer on other films that they've both seen. In that case, if the person finds that the reviewer has the same taste in films as her/ him, then that person might decide to use future reviews (from that same reviewer) as a guide to whether or not it's likely that the person in question will like an upcoming movie or not.
That's one potential scenario; just off the top of my head, for why someone might take heed of a reviewers input.
Generally, people like to read reviews to get an idea of the plot/ theme/ genre/ setting/ etc... of a movie, to see if it's a plot/ theme/ genre/ setting/ etc... that they generally find interesting. Some people might read something in a review -for example- such as Inception, where most critics claimed that there was a lot/ too much exposition and decide based on that, that they'll like/ hate the movie for that alone (though in the case of Inception, all the exposition except for on part in the very first scene, was handled beautifully. The movie/ mini-series Masada is another example of very well handled exposition).
But I digress... The point is that people do not go to reviewers to be told what to think. They go to reviewers to find out what the reviewer thought and to decide if -based on the thoughts of a reviewer- they think that they'll be able to enjoy such a movie. For example: Bone Tomahawk. The reviews I read mostly said that it was a very slow paced movie where nothing much happens until the last half hour. Nevertheless, I enjoyed the movie and personally didn't agree with any such reviews. I rather felt that the pacing was appropriate and that the feel of the movie was that they were building up to something. When they finally got there, it was worth the build-up.
Anyway, those are a few examples off the top of my head why people read reviews.
It's the same logic, I guess, as to why people read comments...
Peace
Raz
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