Fighting with custom UITableViewCell ref: http://qiita.com/items/47f33f14a359b5c5d8fd

CustomTableViewCell.m

- (id)initWithIndexPath:(NSIndexPath*)indexPath andVideoPlayer:(AVPlayer *)videoPlayer{
    self = [super init];
    if( self ) {

        AVPlayerLayer* layer = (AVPlayerLayer*)playerView.layer;
        layer.videoGravity = AVLayerVideoGravityResizeAspect;
        layer.player       = videoPlayer;


        label.text = [NSString stringWithFormat:@"Movie %d",indexPath.row];

        dispatch_queue_t q_global = dispatch_get_global_queue(DISPATCH_QUEUE_PRIORITY_DEFAULT, 0);
        dispatch_queue_t q_main = dispatch_get_main_queue();

        dispatch_async(q_global, ^{
          dispatch_async(q_main, ^{            
            [self.contentView addSubview:playerView];
          });
        });
    }
    return self;
}