You are passing the string '{{ page.now }}' to the filter method. The whole line already is a query, there’s no further template “substitution” happening ('{{ page.now }}' simply stays '{{ page.now }}'). You would probably want to write this as
if you just want to compare the date with “now”; it’s interesting to know that, in PHP, stuff like “now”, “today”, “tomorrow”, “Tuesday next week” or “first day of January this year” are actually all valid date strings. You wouldn’t therefore need a model function, it’s enough to write