This is the 731st most frequent Finnish word.
kannata
"Kannata" means "to support," "to be worth," or "to be profitable," depending on context.
In this usage, 'kannattaa' means 'is worth,' emphasizing that watching the movie is a worthwhile activity.
Tuo elokuva kannattaa katsoa.
That movie is worth watching.
In this context, 'kannataa' is used to express that something is advisable or beneficial to do.
Tämä elokuva kannattaa katsoa.
This movie is worth watching.
Here, 'kannataa' refers to holding up, literally meaning to be logically or substantively supported.