I CANNOT stand the soap opera effect!... I cringe if I have to watch a TV at a friends house that isn't optimized. It has to do with standard TV's will be at 60hz (60fps), and all movie theaters always run at 24fps (or 26? I don't exactly remember).
All regular cinematic experiences should be at 24fps, NO DOUBT! (in my oh so humble opinion

) Interviews and other random things, even nature shows, I usually switch it to 60.
Anything with gaming, or even watching a game stream (video/computer games) you'd always want it to 60fps or above (if you can) - 240hz on my computer monitor.