Who cares about films for kids?

I thought these two pictures might make an interesting pair. They were taken this evening in my local library (that's in well-to-do, culturally aware Islington). The picture above shows the shelves of 'children's films' - which are kept downstairs in the adult library (now why is that?) and the one on the right is one of the many displays in the children's library upstairs. There's not much effort to display the children's films in an interesting way, or to pick out ones that kids might not know but might be interested in, or to add in films not explicitly made for children but that children might enjoy. In the book section, lots of effort goes into displaying material that's culturally and stylistically diverse. The whole impression of these covers is calmer, I think, and maybe more enticing. The films can rely on merchandising to attract attention: they just have to be recognisable brands, not intriguing stories. The children's film section sticks out a mile in the adult library because of the garish colours of the DVDs. The children's library is more tranquil - especially because there are hardly any children in it! The four who were there were not messing up the nice book displays: they were all on the Playstations in the corner. But my question remains: why does so much care and attention go into trying to attract kids to books that they might not otherwise read, and none to attracting them to films they might not otherwise see?