You mention that it is difficult to find 18 minutes (per segment) in which you want to hold your iPhone on landscapet mode. This in itself will be a different experience from watching it on DVD or in the cinema. If you attend the movie at a movie theatre you have already block out the couple of hours for the event–not just watching but getting there, getting to the next place you are going, etc.

While not completely the same, not that different from watching on a DVD, assuming that one likes to watch a movie on DVD all the way through in one setting.

And while this might be the least important aspect of the reception based on various delivery methods, one could say that those who own/use and Apple iPhone are a self-selected different segment of the population than those who don’t. I, for example, still have the cellular phone I acquired over four years ago and still use it on an expired and quite cheap contract from my mobile service provider.

So it is possible that those viewing on their iPhones may have a different reaction based partially on the fact that they are viewing it on their iPhones.

Or somethng like that.