Looks like it's for EE Customers with a Google Pixel Phone from the description.
Opened up Google Play Store app's Movies & TV section and saw banner for 'Movie Offer from EE'.
REDEEM OFFER BY 16 APRIL 2017
Free purchase of 10 BAFTA winning Movies courtesy of EE.
Shakespeare in Love
Added in screenshots of what offer looks like in apps below - sbhugeloo