I've always admired Now's commitment to making retro shows and movies feel more realistic by streaming them in really low resolution: the 720p and stereo sound quality of the standard Entertainment package really makes it feel like you're watching Yellowjackets in the same year it was set, 1996. While Now (formerly Now TV) does offer Full HD streaming at 1080p with Dolby 5.1 surround, you have to pay quite a bit more for it: £6 per month. So it's not a huge surprise to discover that Now has decided to add a 4K HDR with Dolby Atmos option, and charge even more.
Now TV has launched a new version of Boost called Ultra Boost, and it's £9 per month on top of the standard £9.99 per month for its basic package, making it more expensive than Netflix's 4K tier, and almost double the price of Disney Plus, which includes 4K in its non-ad price. Which possibly explains why comments are turned off on the YouTube promo clip.
