You called, sir?
Well, I've got no big ideas. Works for me as well, both from the Start Menu and by double clicking a film.
If the issue is Windows related, I'd start with my fav trick: Keep the Shift button pressed while clicking Shutdown for Windows.
If that doesn't work, I'd run "sfc /scannow" without quotes in either the Command Prompt or Power Shell, both as an administrator.
If that finds problems it can't fix, well, there's ways.
Also, did you reboot your computer after each reload?