On 15 June 2016, Sky announced that Sky Movies would rebrand as Sky Cinema on 8 July within this change aligns the service's naming with those of Sky's film services in other European countries, in consort with Sky plc's takeover of Sky Deutschland and Sky Italia. To compete with subscription video-on-demand services, Sky announced that the re-branded service would premiere a new film each day, and that it would expand the service's on-demand library. Sky also announced plans to launch a 4K ultra-high-definition feed later in the year. 4K films became available on 13 August 2016 for Sky Q customers with a 2TB box and Sky Cinema and multi-screen packs. 70 were available by the end of 2016.