I never tane the Sky Movies bolt on with BT TV but it comes with 11 movie channels plus Sky Movies on demand.
Most of the Sky movies stuff via Youview is however not in HD.
I have never used Now TV so I can coment on that.
Have you thought about getting Netflex. I have that though my sisters account and find that good value and 90% of the stuff they show is HD and the pitcure ans sound quality I find is very good.
I watched War of the worlds last night via Netflix as I wanted to cut out the ads on 5* and get the film in HD and it was very good HD pitcure quality and the sound effects with the sound effects turned on, on my Samsung full HD smart TV in living room was very good.