Movies are indeed a comfort staple on TV. Put a compelling one on and sure enough viewers will stop and view; it may bring ratings, it may bring ad revenue, but it is not the stickiness that keeps consumers subscribed to cable. With many of these same titles available uncut and commercial free elsewhere, viewers are not subscribing just so they can see an ad every 5 minutes or a constant bug in the corner of the movie promoting your channel, or worse, a pop up announcing that a new show is coming up next. Those in fact make me consider dropping cable to find the same movie without interruptions or distractions.
What does keep consumers from cutting the cord, live programming, especially sports, that are not available easily on the web. Exclusivity of a show not yet available online. Differentiation is key and movies are not differentiated especially when they are available on so many other platforms.