IDEA: Set some times where people can watch a specific movie and make comments on the side live:
"Grab our popcorn (and lotion), Saturday is vintage day and at 4pm EST we'll be playing Behind the Green door"...

People will join in and comment during the scenes.
Maybe each day have a category and a couple of movies/times.
I think the comments would be great. The social experimental value is intriguing and could be another way to monetize or increase value of premiums members. You could post the best 100 quotes of the comments and make a coffee book and sell for $11.99 ($4.99 for premium members) ...