I tend to read books once, maybe twice I loved it and haven't read it in a while.
Movies are another animal entirely. I don't even know how many times I've seen The Godfather, Sleepless in Seattle or the original Star Wars movies. It seems that every time I see one of these movies on, I watch.
Owning movies does not make me watch them more; it's actually stumbling upon them on TV. I'm pretty sure that I've watched the movies mentioned here at least 20 times each.
Another one that was a yearly favourite was The Ten Commandments. When Passover rolled around the movie was always (close to Easter); so my family would watch, even if it was during dinner. A set limit...depends on the movie...apparently I haven't reached it yet for some.