I tease people about it. I'm a huge Star Wars fan, so when I hear that someone hasn't seen them, or doesn't like them, I'll say, "Burn the heathen!" or something like that, but I make it very clear that I'm joking. Usually a get an eye roll and a smile. Sometimes I get a laugh and an excuse, and a few times I get the "Ugh, just go away" look, which I do.
However, there was one time where I was ready to scream at someone about it. In my Lord of the Rings college class (yes, there was such a class), there was this guy that everyone kind of disliked. He was that guy. The one that liked to show how much more he knew about the books than the rest of us, including the teacher. He always talked over everyone, adding his two cents even when he wasn't called on, and he always had this air of superiority about him. I thought I was just imagining it, so one time when he asked one of his questions ("Does anyone know who Shelob really is? What she is?"), I answered him completely, and the look on his face and the way he just brushed over me showed that he wasn't used to having someone else be as well read on the lore as he was. I had stolen his glory, and it bugged him. That's the type of guy he was.
Anyway, one time toward the end of class, he brought up Star Wars and called it trash. He said there was no redeeming qualities about it and that it was just a kid's story. And he looked at he class and asked, "I mean, come on. Who in here actually likes that stuff?" Pretty sure if I had been holding a pencil, it would have snapped. My friends were looking at me and said that I frightened them because of how I looked. The only thing that stopped me from just tearing him to shreds--verbally--was the fact that class ended literally a minute later, so I left and vented to my friends.
I think the teacher talked to him after that, because he seemed to tone it down a bit. Just a bit though.