The phrase likely refers to the scheduling of films that are considered difficult or unpleasant to watch, perhaps due to challenging subject matter, disturbing content, or poor production quality. For example, a poorly-made horror film with excessive gore might be described as a difficult viewing experience.
Understanding audience perception of challenging films is valuable for several reasons. Filmmakers can gauge audience tolerance for difficult themes, distributors can make informed decisions about marketing and release strategies, and scholars can study the cultural impact of such films. Historically, films pushing boundaries of acceptability have often led to important discussions about social issues and artistic expression.