MoviePass Veers Again, Brings Back Unlimited Plan
Everyone who signed upwards for MoviePass, myself included, knew that the fun might be short-lived. We haven't reached the end of this roller coaster ride quite yet, but the startup's flurry of contempo price and policy changes look a lot like the wheels are coming off.
Just two weeks after nixing its unlimited program and capping vists at four movies per month for new subscribers, Wired reports today that MoviePass is tipping its seesaw and bringing back its flagship plan: ane movie a day, every solar day, for $9.99 a calendar month.
It's been an eventful calendar month or so for the movie subscription app. MoviePass has rolled out a host of changes to buoy its fundamentally unprofitable business concern model long enough to break even with subscribers.
Last week, the app updated its terms of service to forbid users from seeing the aforementioned film more once. The timing wasn't a coincidence. The company made the change right before the opening of Avengers: Infinity War, a moving-picture show far more likely to get a high volume of repeat viewings.
MoviePass CEO Mitch Lowe told Wired the startup is now "absolutely committed" to its unlimited program, only a week later on saying he was unsure if MoviePass would ever bring it back. The company continues to "fine-tune its model," and the policy alter against echo viewings was more about stopping people from misusing cards for more than expensive 3D tickets or getting multiple people into the same showing.
The unlimited plan flip-flopping and ban on repeat viewings are far from the only changes nosotros've seen recently. MoviePass has experimented with several different pricing plans and promotions as well. Last fall, the company launched an $89.95 annual plan paid upfront for the yr, which works out to a lower monthly price but with a no refund clause. MoviePass also briefly dropped prices to $6.95 per month equally a express-time offer following controversy over whether the app was tracking users' locations in the background.
MoviePass also got embroiled in a scrap with theater chain AMC, which is non the biggest fan of the service. The app briefly stopped supporting several AMC theaters in prime number locations inside major cities, but Lowe said MoviePass is no longer "contemplating or even thinking about removing any AMC theaters," so for now at that place's a truce on that front.
Fiscal projections still cast major doubt on whether MoviePass actually has a viable long-term business. The company'southward possessor, Helios & Matheson Analytics, lost a staggering $150.eight one thousand thousand in 2022 after acquiring MoviePass. Almost of those losses are chalked upward to the subscription service subsidizing all those tickets. Lowe predicted the company will exist profitable by 2022, but you can bet we haven't seen the last of abrupt policy changes and cost-saving measures.
At its core, MoviePass provides incredible value to regular moviegoers in an industry where ticket prices are only going upward. The company has been around since 2022, but has amassed more than 2 million subscribers since introducing the $nine.99 monthly plan more than than a year ago. The quick about-face up on the unlimited plan is an indication that the company realizes that despite its fiscal woes, it tin can't abandon the reason people signed up in the first place.
In the meantime, this subscriber at to the lowest degree plans to keep seeing as many movies as possible every month for less than the cost of a single ticket.
Well-nigh Rob Marvin
Source: https://sea.pcmag.com/news/20928/moviepass-veers-again-brings-back-unlimited-plan
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