The role of surface rheology in fundamental fluid dynamical systems, such as liquid coating flows and soap film formation, is poorly understood. We investigate the role of surface viscosity in the classical film-coating problem. We propose a theoretical model that predicts film thickening based on a purely surface-viscous theory. The theory is supported by a set of new experimental data that demonstrates slight thickening even at very high surfactant concentrations for which Marangoni effects are irrelevant. The model and experiments represent a new regime that has not been identified before. ; SCOPUS: ar.j ; info:eu-repo/semantics/published