This article is a response to S. Elizabeth Bird and Jonathan P. Godwin's article "Film in the Undergraduate Anthropology Classroom: Applying Audience Response Research in Pedagogical Practice." The intention of my response is to expand the dialogue on film use to promote cultural understanding in university classes and campus-wide. Through participant-observation and the use of surveys over a two-year period, I examine the transformation of participant viewers in various contexts, noting that by limiting our understanding of film to merely the transfer of information, we not only have a limited understanding of our viewers but also have ignored possible avenues for learning. My findings indicate that the "context" for film screening is dependent on the film, the instructor, the post-screening discussant, and the viewers, and can yield dramatic results in learning, depending on the ways in which each is engaged.