I see the film, then read the book or see the previous work so that I am more likely to like the film while I am watching it. I grumble my way through the Potter movies because I know how far off they are from the books, but I enjoyed Stardust and I had not gotten around to reading it until after the movie. I'd rather enjoy the movie, then enjoy the book more and realize the movie isn't all that great than sit there grumbling the whole time.
It really depends. In the case of Atonement, I realized that I had never read the novel and I'm a big fan of Ian McEwan, so I ran out and read it in the week before I went to see the movie. If it's a text that has intrigued me before and I haven't gotten around to reading it, I'll read it before.
If I've never heard of it (say beyond the title), I'm likely to wait until after.
If I hear beforehand that it is adapted from something else, I usually tend to check out the source material beforehand. I like to get a feel for it, then see what is done with it.
Depends on my familiarity with the source work usually. If it's not something I've been particularly keen on reading, then I'll watch the film first. If it's good I'll be inspired to read the book. And I agree that it's better to enjoy a film first and then find the book is even better than vice versa.
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If I've never heard of it (say beyond the title), I'm likely to wait until after.
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