Let me give you an example, I didn't enjoy watching The Passion being it a very gory film and even depressing at times, but I still rate it highly because it has merit.

About Schmidt is an overall unentertaining film because of the subject matter, aside some humorous parts. I rate it ****, not because I was entertained, because the film is a brilliant portrayal of the depression that exists in retiring and evaluating one's life and feeling insignificant.

Grumpy Old Men is one of the most entertaining movies for me, but I don't rate it as a great movie, I think its just an average comedy.

Five Easy Pieces is also a film that wasn't made for entertainment, but its an excellent film about life.
------------
How is going beyond entertainment close-minded? I feel when you simply limit it to just that then that's close-minded, because that's what it is, limiting. I can understand watching movies for just entertainment, however I get furious seeing a great film being denied merit because someone doesn't find it entertaining enough, especially one that has great dialogue and acting like Casablanca, especially from Bogart, Lorre, and Rains.

And I think movies should be rated based on their impact. If a movie is the first to use reverse narratives, THAT is creative, right? After 20 years if many other films use it, that is NOT creative, get it?