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Mark - it's hard to explain really. Of course I reckon the movies are great, and that seems to be the problem, because I consistently expect them to entertain me in the same way each time I watch them. Take for example my Top 100 that I did a couple of years back, where I listed Raiders as #1. After having got the idea in my head that "Raiders is my favourite movie ever" I went back to watching it and it's like "wait a minute, doesn't really feel like it's as great as I say it is" so the illusion was kind of broken there.
This actually isn't a bad thing, because my view of the movie always comes out on top. If I watch it thinking it's excellent, I come out realising it's not that good. But if I watch it again thinking it's not that good, I come out thinking it's excellent. Strange cycle, but I've found it important to evaluating the movies I really like.