My understanding was that the IFE content was uploaded during a base turnaround at the start of each month (presumably something that can be done with a password and a largeish external USB drive, these days), but maybe QR does it differently.

The crew did try to tell me that they were tailoring both IFE content and catering to the specific route, but I'm not sure I buy that (And I can't think why Belgians would want nastier rose champagne than on other routes ;-) )