Yes, I am aware that NOW() is a MySQL function, that is why I can not understand why won't it work... Regardless whether it is in a function or not, NOW() is "now".
I was trying to figure out a work around solution but substituting NOW with something like
$today = date("Y-m-d");
...
SELECT * FROM table WHERE ".$today." BETWEEN startDate AND endDate
but did not get too far either... bummed up...