With streaming services exploding in popularity, many fear for cinema's future. Yet theaters can thrive by prioritizing unforgettable experiences over mere convenience. Enter MoviePass, the subscription service breathing new life into moviegoing.
Are streaming giants killing cinemas, or is it something else? One thing's clear: MoviePass is bucking the trend. What is it? How does it work, and can it save you money? As an entertainment industry veteran who's tracked these shifts for years, I'll break it all down.
MoviePass launched in 2011 in New York as a subscription movie service, letting users watch one film per day at participating theaters for a monthly fee.
Early days involved printable coupons, but interest surged in October 2012 with the shift to subscriptions. Plans were market-based, limiting movies by location.
By mid-2016, CEO Mitch Lowe envisioned tiers from $20 entry-level to $100 for unlimited access. Still, subscribers lingered at 20,000 by year's end.
The buzz exploded in August 2017 when Helios and Matheson acquired a majority stake and slashed unlimited access to $9.95 monthly—matching Netflix and Hulu pricing.
“After years of study,” Lowe told Variety, “we found people want to go more often, but rising prices hold them back. We're changing that.”
Result? 150,000 new subscribers in 48 hours, with growth continuing strong.
Download the Android or iOS app (required for use). Sign up for $9.95/month, receive your physical card by mail, then activate via app to buy tickets.
Bring the card to theaters—no card, no ticket.
Access 4,000+ theaters and 36,000 screens, expanding daily. No contracts, cancel anytime. No blackout dates—even peak openings. Movies available day-of-release, regardless of crowds.
No 3D, IMAX, or special formats. Tickets non-transferable; dates/kids need their own (18+ only). Same-day purchase only—no advance booking. U.S.-only for now.
Average U.S. ticket: $9.33. Daily viewers pay ~$0.32 each. But chains like AMC push back, labeling it a “fringe player” harmful to theaters and studios, eyeing legal blocks.
Positive press fuels growth, echoing Netflix's cable disruption. Theaters ignoring this risk MoviePass dominance. Will it endure, or face restrictions? Share your thoughts below!
Is MoviePass the future, or a flash in the pan?
