This dissertation consists of four studies which identify some areas of difference between viewers who use the film medium in a personally profitable manner and those who use it less well. In Study 1 a theoretical definition of "film analyticity" is developed. An analytical film viewer is defined as an individual who (1) values the film medium for self-enhancement rather than just entertainment, (2) pays attention to coming films and is very selective about which films he chooses to attend, and (3) exhibits critical viewing behavior when he is inside a movie theater. Study 2 operationalizes the theoretical definition in the form of a unique Guttman scalogram. Study 3 examines three kinds of behavioral reaction to film--evaluation, comprehension, and attitude assimilation. Study 4 explores some personal and social characteristics that might differentiate analytical from less analytical film viewers. Results portray the analytical film viewer as an individual who has been interested in and has had experience with the medium since childhood; who, as a child, was around adults with an interest in the medium; and who still goes to many films and enjoys studying about them. As a child, the analytical film viewer attended more cultural and artistic events than his less analytical peers. (Author/SW)