I read for pleasure every day and watch very few movies, but on an airplane I often wind up watching a movie. I think it's because it helps distract my senses from the grubby discomfort of modern air travel (people packed in tightly, loud jet engines, etc.), and because in my everyday life I'm always obligated to consider others' preferences for a film -- the airplane is one of the only places I can watch something I'd actually choose for myself.