When a new movie come to your local theater or on DVD, what is the strongest motive that make you part with some cash and see the movie?

Was it word of mouth, the cast, director, wife/husband factor, the subject, theme, sound, the period, etc... that was the main factor in your decision.

For me granted that word of mouth is positive, then the cast and theme of movie will weight heaviest when trying to decide whether to see a movie or not.