Sky Movies to Rebrand as Sky Cinema, Offer a New Film Every Day

Spectre Still 2 Daniel Craig - H 2015
Courtesy of Metro-Goldwyn-Mayer Pictures/Columbia Pictures

"Sky Cinema is about delivering the ultimate offering for movie fans everywhere," says the head of the service.

Pan-European pay TV giant Sky on Wednesday announced it will rebrand its Sky Movies as Sky Cinema, beginning in the U.K. and Ireland on July 8.

"Customers will be able to enjoy even more of the biggest and best movies closer to cinema release than any other subscription service — all available live, on demand or on the go," the company said.

Sky has focused on offering movies from the big Hollywood studios and beyond for more than a quarter of a century, and the new Sky Cinema will give Sky subscribers access to a new movie premiere every day, an expanded library of on-demand films, more pop-up channels and better HD picture and sound quality. The company said its goal was to take people "one step closer to the cinema experience."

"Sky Cinema will be the biggest dedicated movie subscription service in Europe as Sky’s movie services in Germany, Austria and Italy are also rebranded and relaunched under the new name," with details to be announced later, the company said.

“With Sky Cinema, we are giving customers an even closer to the cinema experience with enhanced picture and sound quality," said Ian Lewis, director of Sky Cinema, Europe. "However, we know the heart of the service is great movies. Customers want a breadth of the latest quality films to enjoy with the flexibility to watch whenever they want and on whatever device they choose. Sky Cinema builds on this commitment with even more premieres and instant access to an unrivaled library of the latest blockbusters and classic films. A better service needs a new name, and Sky Cinema is about delivering the ultimate offering for movie fans everywhere.”

The revamped service will feature a new premiere every day, a 75 percent increase on the four per week offered by Sky Movies.

The U.K. relaunch will kick off with Spectre on July 8, Mission Impossible: Rogue Nation a day later, Steve Jobs on Sept. 18, Bridge of Spies on Sept. 30 and The Danish Girl on Oct. 23.

"Major films are available just eight months after cinema release and can be watched exclusively on Sky Cinema for over a year before you can watch them on any other subscription service," Sky U.K. said. It added that 45 of the top 50 films at the U.K. box office in 2015 are exclusive to what is currently called Sky Movies. The service also will get a dedicated new "World Cinema" premiere slot every Wednesday at 10 p.m.

In terms of on-demand offers, Sky Cinema will have around 1,200 films available, an increase of 20 percent, according to the company.

HD will now be offered as standard for all Sky Cinema customers on the Sky and Virgin Media platforms in the U.K.