It’s a backlash to the decade of spoiler ridden trailers we had. Every damn marketing team was hell-bent on ruining every last thing.

Tbh, spoilers don’t spoil much of anything, unless there’s a very high degree of twist to a given movie/show. Hell, some of the research points to it being a matter of if you believe spoilers ruin things, they will, but otherwise won’t. Mind you, a lot of that research is not exactly highly rigorous.

Something like Memento? Yeah, knowing the details ahead of time breaks the value of the experience of a first watch. But Shyamalan’s (spelling?) ouvre is hit or miss despite much of it being twist based.

But I can’t say that knowing the ending of Avatar (the blue cat people one) is going to change enjoyment because it’s the visuals and the way the plot plays out that matters there, not where the story ends. And most movies are like that.