Apple tv on firestorm - half the films say "watch now" - what am I minning.

Sorry if this is stupid...

I just installed Apple tv on my firestick. I created an appleid and took the 7 day free subscription before I decide on whether I like it.

My issue : some of the films I can watch ok. Others just have "how to watch" come up - ie I can't watch those. ( e.g. James bond no time to die )

Why ?

( before anyone says - yes, uninsta!led, reinstalled,removed device from account and added back, restarted firestorm e.g. Eff )