That's a personal thing. There's the studio in Hollywood which sets the volume and the theater plays it at the recommended level. There's the theater who decides if that level is appropriate. There's the people who fit into different age categories as well as tolerance for preffered volumes. It's all pretty much a mixed bag of things. Mostly opinions.
It can be. Mostly action movies seem to be louder
It also depends on where you seat. Research the seating chart before buying your ticket
For me, it depends on the movie. Some movies are loud some are good
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