MoviePass, the membership service that offered daily theater visits for a too-good-to-be-true price, may be preparing to shift to a model that’s less generous. Gizmodo reports that in a recent interview, CEO Mitch Lowe seemed to indicate that the ticket-per-day plan may be a thing of the past.
This month, MoviePass began offering a membership that limited new subscribers to four movies per month, while packing in a three-month trial of iHeartRadio All Access, for $10. Lowe told The Hollywood Reporter he didn’t know if the old, unlimited plan would return, and that the company is always trying new things. “Every time we try a new promotion, we never put a deadline on it,” he said.
Avengers: Infinity War’s Infinity Stones: Locations, Powers, More Explained
Please use a html5 video capable browser to watch videos.
This video has an invalid file format.
Sorry, but you can’t access this content!
Please enter your date of birth to view this video
By clicking ‘enter’, you agree to GameSpot’s
The previous membership model would allow one movie viewing per day for $10, which could be as many as 31 in a given month. Such a generous offer always seemed unsustainable, and the company has been bleeding money and losing stock value as it struggled to find its footing.
Lowe pointed out that 88% of MoviePass subscribers used it to watch two movies or less per month, which is still a fine value in most areas. This new model, which limits movie viewings to a more reasonable amount while rotating other membership perks, could be the roadmap for the company going forward.