Similar to una, I see the movies as separate from the books. Yes, I do now sometimes picture the "wrong" person when I am reading, but in general it switches back to my mental Edward and Bella or other characters eventually.
I like the fun of the movies. I see them as "Twilight popcorn" or "twilight candy" that I can snack on or treat myself with. I don't really get into all the merchandising stuff. I think it is WAY over the top. But I think it is fun for people to do as a hobby if they so choose. I just choose not to participate myself (I mean the buying of lots of stuff).










