Upgrading on AF as well as UA requires a quite high booking class (W on UA, L now on AF, I believe).
AF 380, despite not being lie-flat is quite nice and quiet, especially if you can get row 60 (A or L). I've always found AF staff very professional and courteous on board, and their customer service to be very responsive when you write to bring an issue to their attention.
IME, the selection of movies is quite good on both, with AF being more focused on European productions. AF food can be really good, especially ex-CDG.