For me, the term is flexible. Allow me to expand upon my thought for a moment.
Unquestionably, the Star Wars franchise is one of Hollywood's greatest legacies. Overall movie attendance makes that claim credible. Lifetime box office does as well.
Even so, Star Wars films have always been highly criticized as 'substandard' entertainment by those who
are not entertained by them. Critics are entitled to their opinion but I would also make the claim that the films have been stigmatized to an unnecessary degree as a byproduct.
I love the Star Wars movies, even including
The Last Jedi but I do not proactively share my viewing opportunities with anyone else like I would with movies that are more acceptable to some people. Yes, I do not feel guilty watching Star Wars or others on my list but do think there are those who would see me watching certain movies and try making
me feel guilty for doing so. That is how I see (at least some) movies as being a guilty pleasure.