Just recently I've had the inclination to have an occasional "obscure movie night" to see how popular such a thing could become. Start with just inviting a few friends, see if they know anyone else who'd be interested in such things, see how much it could expand.

It's very nature would mean it wouldn't be a profitable undertaking. It'd be a labour of love, just pushing at the edges of people's known worlds to expand them a bit, show them that the boundaries of possibility are wider then they imagined; help other people to find enjoyment in the unfamiliar. A gateway drug.

And take the opposite-to-AT&T approach in order to retain peoples interest: occasional and quality.