I love World Showcase - it is my favorite part of any park at WDW.
That being said, I have never understood the popularity of Malestrom. Don't get me wrong - I like going on the ride, but I just don't understand how it became this destination, Fast Pass designated ride. Oh, well, to each his or her own!
On the other hand, I enjoy the movies at the countries - saw the France movie for the first time on our last trip and it was great fun. It takes less than 20 minutes, there's no line (if you time the arrival correctly) and I learned and saw new things. What's not to like?
I also really like wandering around the pavillions. I know it's all fake (obviously), but it is fun to find new nooks and crannies, new stores, new details to some of these places even after dozens of trips to World Showcase.