I think I mostly do it by relying on word of mouth from people who I think seem to have really discerning/credible/tasteful opinions, and who don't have attitudes or biases that I don't share. That doesn't really all fall neatly under one critics/friends/family bucket, but definitely more critics and people on the Internet than IRL friends/family.
I also tend to be really skeptical of direct recommendations (even from people whose tastes I respect) because there's a bit too much "I don't think this is great, but you might like this" and "It isn't Shakespeare, but I'm recommending it because I thought it was moderately enjoyable" to that (which is why I tend to prefer when people are uncompromisingly snobby and critical). I tend to feel more comfortable exclusively seeking out their top lists instead.
Whether or not I love the director is a close second. I never watch anything because of the cast, but I'll usually avoid and subconsciously dismiss movies if I dislike parts of the cast. Sometimes the trailer is a factor too, but more for getting a feel of whether or not I'll like the aesthetic/acting/dialogue, more than anything to do with being pulled in by the premise (it's really just for identifying red flags). The premise is more of a "push you over the top" factor than a motivating factor, I find. Don't really care at all about historical significance or influence either, so I find the process of trying to parse that out from people's opinions challenging as well. And obviously financial success isn't a factor at all.
But if something gets a lot of inescapable buzz and seems really easy to consume, I'll usually end up watching it, even though I almost always end up immediately regretting it and hating it.