I'll be my usual self and sit on the fence on this one... it's a mix of all the above.
by Incandenza
Is it the cast?
Is it the concept?
How important is the director when making the decision?
Do you pay any attention to the opinions of the critics and if so, do you take a global view by comparing several opinions or is there one critic (or publication) whose opinions you trust?
Personally I tend to look for a combination of director, concept and to some extent producer and cast. I'm sure a lot of people might say cast first and it is inevitably a factor, Star factor plays a huge part in modern life, we're all captivated by stars and their lives (albeit to different degrees) but I tend to think that with a good director and a good concept, a good film should hopefully be the result, whether there are big stars in it or not. Of course, there are particular stars I like, but whereas I would see a film simply because of who was directing it, I wouldn't go see a film because it had one particular actor in it. Not consciously anyway.
As far as critics go, if I agree with them i'll pay attention, but if I read a bad review but am still interested the review won't stop me going. I tend to read from a variety of sources too, broadsheet reviews, film magazine and internet sources usually.