I watched this with a group of friends the first time I saw it. I was just suddenly pulled into it without having any idea what it was. But then, I'll watch practically anything if it's with other people.
Not only did I highly enjoy it regardless, we were also a bit of a hyper group and getting totally into it. So it was like....hype all over the place. It's a great movie and even better to watch with friends.
After I saw it, I went out and bought the blu-ray