I must admit i hate this mandtory parental pin for the live Sky Cinema channels with a vengeance.
It's absolutely horrendous and NowTV should find another way to protect families with young children.
Why should household with no kids have to suffer this anyoying additional parental secruity protection.
Unfortunately you need to setup a parental pin on your account then disable it (where you will still be asked for a pin number when watching live Sky Cinema channels apart from the live Disney movie channel)
I just use 1111 which is the least amount of button pushes on my remote controller.