Sky Movies is to be re-branded Sky Cinema in July, bringing the service in line with the name used in Europe.

Sky will premiere a new film every day, including the latest Star Wars film this summer, as part of a rebrand of Sky Movies as Sky Cinema.

The move will see a 75% increase in the number of films debuting on Sky from 8 July.

There’ll be a new World Cinema slot on Wednesday evenings from 10pm too, to keep the most discerning viewers happy, and there’ll be a regular stream of events and pop-up channels, built around things like Harry Potter, Star Wars and superheroes.

Its rebrand brings the branding for Sky’s movie channels in the UK and Ireland in line with its operations in Germany, Austria and Italy which were all merged into one pan-European network last year.

To improve the HD, Sky is using a new internal master format that provides a third more pixels and four times the number of colour shades of the current HD offered. This means sharper and more vibrant pictures for a better viewing experience. As well as improved picture, selected movies on demand will also have sound closer to cinema. The sound range has been increased in part by taking the audio track straight from the studios. It means louder bangs and quieter whispers with no need for customer to make any adjustments to their TV.

Ultra HD is promised before the end of the year.

The new-look service will launch on July 8th with the premiere of Spectre, with Mission Impossible: Rogue Nation (July 9th) to follow. Ant-Man, The Force Awakens and The Martian are coming in July and August.

Sky Movies in Spain / Sky Cinema in Spain