I get a bit annoyed when one person/group will start making a noise, then another person/group starts making a fuss, eg shouting back at the other person. If they didn't give them any attention they'd soon stop.
Sometimes it's funny, though. A few weeks ago I went to see Orphan. One guy started to make weird noises, comments during the film ( I think he might have had special neeRAB - I know that's probably not very PC but that's the impression I got - either that or he was trying to be funny), so this group of teenage girls started showing their displeasure by making huffing noises, shouting "shut up" and "you're not funny", and "eeee, it sounRAB like a zoo".
I couldn't stop laughting, they were more entertaining than the film