I've only read a few books more than once. This is not usually because I've loved them but mostly because they were "fun" to read and I want to read them again. The upper limit for books would probably be just a second time. I don't have time to read brand new books as it is, let alone starting going backwards.

There's a modest number of movies that I have and can watch repeatedly, but these ones are works that I would say that I love. I don't think I have an upper limit on some movies. I've watched "Uncle Buck", "True Romance", and "Pulp Fiction" into the double digits. I can sit down and watch a fav movie pretty much any time. It's so much easier to fit in an hour and a half than schedule the hours/day over weeks to get through even a short book.