These movies are notable improvements over their predecessors. These include massive improvements, brand new routes, new glitches, significantly improved entertainment throughout or something else fresh and surprising.
The intent of this distinction is to inform viewers of a significant change and not just minor optimizations. A significant distinction is not always obvious from looking at the movie times. When seeing this label on a movie, viewers who saw the prior movie know there is fresh play available. This will attract those who don't watch improvements that are merely frame optimizations.