iOS 9.3 is coming in the Spring and will introduce Night Shift as well as a number of other new features.
Apple Rolling Out iTunes Movie Content in New European Countries
Movie from Danish iTunes Store
Reports of the new movie offerings began coming in from MacRumors readers late yesterday, with Belgium, Denmark, Finland, Netherlands, Norway, and Sweden so far having been cited as adding the new movie content. Apple has not yet added a dedicated movie section to the iTunes Store in these new markets, but content is accessible through the store's search function.
Movie from Finnish iTunes Store
The content expansions appear to be extending even beyond music and movies, with macprime.ch reporting [Google translation] that paid iBookstore content has just begun showing up in the Swiss store. The Swiss iBookstore had previously been limited to free content, primarily from Project Gutenberg.
Update: setteB.IT notes that paid iBookstore content is also showing up in Italy.