Sometimes not a lot can happen in ten pages, so then I look at the quality of the writing. If it is not on the page it will most likely not end up on the screen and if the first ten pages drag with very little happening, the audience will file out in droves for popcorn, talk, or snooze. Nothing is more frustrating and boring to watch than a film that meanders around without giving the audience a clear idea of what is happening and to whom it is happening. Setting up the drama in the first ten pages is genre specific. Some genres take more than ten pages to set up, thrillers for example, and it helps to have exceptional writing and interesting characters to keep the reader reading long enough to set up the story.
Good dialogue is important.
It comes out of good characterization. In the first ten pages the characters need to be established, goals presented, and voice delineated. The writer needs to set the protagonist or main character against the antagonist or obstacles to his goal. In other words, he has to find a way to make the reader or viewer care about the main character. I'm totally turned off by obnoxious people or obnoxious screenplays.