as a content provider, i must recommend exclusive shots/movies
but theres more to it than just that...
my experiences with using exclusive content is simply that your retention rate gets higher, as your site is the only place to see that content, and the content comming makes the users stay longer...
another thing is the signup ratio, which should also improve if you use the custom content in your tour pages together with what you can see sells, so that the users can see that what they get here, they cannot get elsewhere...
these scenarios are of course not guaranteed, but they should be pretty realistic according to my experiences
/kenneth