I wasn't aware of that distinction. For me (in the UK) "film" is the usual word, "movie" a definite Americanism. A typical Hollywood "movie" is more likely to be junk, but the word in itself doesn't convey a quality judgement for me. I'd just think: "Oh, that's American for what I call a film." It might or might not be any good.
But repeatedly promoting films as "movies" over here is slightly grating to my ears, even if it doesn't necessarily have any bearing on whether they're any good.
While i find the two terms to be used interchangeably here in the midwest USA, "film" definitely gives a conotation that it is potentially art, and "movie" being more generic/slangy, and if anything, like said above, it may be garbage, so it is surprising anyone would want to market their work as a "movie".