MoviePass enters 2019 with higher-priced plans and a new model
After an up and down 2018 that saw MoviePass explode with subscribers for its all-you-can-eat filmgoing package and then almost run out of money before finding a profit, it's changing things up next year. As explained to USA Today, Variety and the New York Times, starting in January MoviePass will move to a three-tiered subscription system:
With the new pricing, MoviePass said it can break even on the cost of tickets, as opposed to its previous business model where it actually lost money when a customer used the plan. Of course, that's the balance that endeared it to customers for a time after it slashed prices last year.
- Select
- This plan ranges from $10 to $15 (varying depending on the area -- cheaper in the Midwest vs. more expensive in NYC and LA) and roughly continues the existing $9.95 plan with three movies per month from a limited selection of movies and days to see them.
- All Access
- The step-up tier ranges from $15 to $20 and keeps the three movie limit, but subscribers can see any movie they want (at participating theaters), at any time, as long as it's not in 3D.
- Red Carpet
- The most expensive plan ranges from $20 to $25 per month, and includes access to one IMAX, 3D or other large-format screening per month as part of the three movies.
From its inception a few years ago the service had charged $50 and then $35 per month before setting things on fire last year. Now it's tough to see if people will stick around for a package that's not as favorable. Now with a new EVP, Khalid Itum, taking over daily operations from CEO Mitch Lowe, the company is focused on a more normal plan of trying to drive viewers into theaters at previously off-peak times, instead of simply underpinning an advertising operation based on analytics.
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