I'm confused by this article, it seems to suggest that the movies will be available at the same time as they are released on DVD (fair enough) and it also seems to suggest that a subscription to the service will get you the movies faster ?? Since the DVD release for a movie is now generally 6-12 weeks after the cinema release I can't see how Sky are going to get them any faster than this.
Anyway, wake me up when the service is HD (1080p) with 5.1 sound in a format understood by surround decoders. And when the service can offer me better highlights than the 3 on the nowtv splash page (green lantern, x-men first class and bridesmaids)