I am at times merely a consumer, and at other times (happy times) an appreciator. If a movie doesn't insult me by exploiting violence or sex (not using these, but exploiting these), then I can tolerate a mediocre script and mediocre acting. I usually use this class of movie to fall asleep when I'm having trouble dozing off. However, great movies I appreciate as I appreciate great writing. For me there is no distinction. Good cinema can have the same gut bunch a good book can have. Or a good essay.

I can't read a bad book, because reading takes all my attention when I'm engaged in the activity. But a bad movie can be background noise. It doesn't take time from me. It's just filler. A great movie, though, takes 100% attention. Every word (as is true in a great book) has significance. A great movie will likely get a second viewing, as a great book will get a second reading.

A long answer to your question perhaps :)