I don't think it's more important, but it's at least equal. Except, it's never equal on-set. Sure spend hours fannying about with lights and camera angles, but don't worry about that aircon.
More and more I see shortcuts taken with sound - and perhaps I'm just old fashioned - but I'm not keen on the sound of lavs, the way even a long shot sounds like a close mic shot. Sound perspective is hotly debated, but largely ignored by filmmakers (it is after all possible to take that close mic sound and process it in post - but few seem to bother with that either).
One of the best shorthand descriptions of image/audio I've heard is that the image gives you information, and the soundtrack presents the emotion. (Note that I heard it, I didn't see it).
A good mix/soundtrack is as important as good visuals. However, it is possible for a good soundtrack to carry poor visuals. A good visual will never carry a poorly recorded soundtrack. Good soundracks can also trick you into seeing things that aren't there, and a well timed spot effect can help an editor out of a corner.



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