MoviePass, a startup that lets customers watch a movie a day at theaters for just $10 a month, is limiting new customers to just four movies a month.
The move comes as the sustainability of MoviePass’ business model comes into question.
Because MoviePass is paying most theaters the full price of the ticket, the service loses money with just one or two movies in a month.
The service previously let subscribers see a movie a day in theaters $9.95/month
The average ticket price in the U.S. is about $9, though $15 and up is common in big cities.
MoviePass regularly changes its promotions and rates, and it’s not clear whether the one-movie-a-day deal will return.
Earlier this week, MoviePass CEO Mitch Lowe was asked by The Hollywood Reporter if the company plans to go back to its unlimited model.
‘I don’t know,’ the former Netflix exec responded.
‘We just always try different things,’ he continued. ‘Every time we try a new promotion, we never put a deadline on it.’
It appears customers who have already paid under the old plans aren’t affected, but it’s not known whether they would be able to renew under the previous generous terms. MoviePass would say only that it is ‘continually testing various promotions.’
The service’s movie-a-day deal was popular among moviegoers, many of whom were seeing more movies at theaters than they normally would have.
Launched in 2011, MoviePass is referred to as the ‘Netflix for movie theaters’ and has been gaining traction. For $10 a month, users could watch one movie a day at theaters in the U.S.
Without MoviePass, going to the movies was worth it only a few times a year for many people.
Ticket prices keep rising, and moviegoers have plenty of cheaper alternatives, including Netflix.
But the service also has struck a nerve with the movie industry. Adam Aron, CEO of the giant theater chain AMC, has called MoviePass’ price ‘unsustainable.’
AMC initially threatened legal action, but seems to have backed off.
MoviePass wants to work out ticket discounts and revenue-sharing deals with theaters on the premise that it’s driving more people to theaters.
The company is also eyeing a share of concession sales, saying moviegoers are more willing to buy popcorn and soda when scoring a ‘free’ movie. But theaters have balked at offering MoviePass anything.
MoviePass’ parent company, Helios and Matheson Analytics, has warned in a financial report that MoviePass’ future is in ‘substantial doubt’ because it ‘has incurred losses since its inception and has a present need for additional funding.’
MoviePass now has more than two million subscribers, up from 20,000 when MoviePass slashed prices to $10 a month in August.
WHAT IS MOVIEPASS?
MoviePass was launched by Mitch Lowe, who co-founded streaming giant Netflix
MoviePass was launched in 2011 as a subscription-based ticketing service.
For $10 a month, users used to be able to watch one movie a day at theaters across the U.S. although this is now changing for new subscribers.
MoviePass is accepted at more than 90% of theater venues.
The service requires users to sign up for a MoviePass debit card, which is sent through the mail.
Users then search for movies, theaters and showtimes using the MoviePass app.
When they get to the theater, users are prompted to ‘check in’ at their location.
This activates your MoviePass card, which admits you into the theater and your movie showing after you’ve picked up your ticket.
The company recently topped 3 million subscribers to the app and expects to reach more than 5 million subscribers by 2019.