Come on...think like a spin doctor:
"To better enhance your working productivity during flights, we have ensured that no films of interest will be shown on *alliance carriers..." BTW they have started to standardize the movies on all * carriers (there was an article about this in the Thai Airlines inflight magazine this month)- meaning I have personally had the (declined) opportunity to see Ms. Congeniality on LH, TG, and UA...oh how lucky!