TORONTO—Bar owner Peter Kilgour typically hosts a packed house on Saturday nights this time of year, with four televisions tuned to what was once the country's most popular TV show, "Hockey Night in Canada."

Last Saturday, a smattering of regulars watched the 2003 superhero movie, "Hulk." Earlier in the week, Mr. Kilgour tried luring customers with a night of microwave TV dinners served with a sound track of theme songs from such classic TV shows as "I Dream of Jeannie," and "The Simpsons."