If you love going to see movies at the movie theater, there’s a good chance you’ve seen word of something called MoviePass being spread online. MoviePass is a startup run by Netflix co-founder Mitch Lowe. Essentially, for $9.95 a month, you have full access to all theaters in the U.S. who take debit cards at a maximum of one visit per day, excluding 3D and IMAX showings. MoviePass is attempting to fill all the empty seats in theaters which could allow several things to take place.
MoviePass has partnered with and sold a majority stake to an analytics company called Helios and Matheson Analytics in order to amass a large customer base and collect data to better understand viewing behaviors. That information could then be used to target advertisements and other marketing materials to subscribers. Not only can MoviePass make a successful business around paying for people who wouldn’t normally go to the theaters as often, but the theaters themselves are able to fill their theaters up as well as sell concessions to those who wouldn’t normally pay for concessions.
The company started in 2011 with a business model similar to a gym, where they hoped customers would pay for subscriptions but not use it as much as they intended. However, now they are centered around their data-based business model and will most likely take years to blow up. That being said, if you love movies you should consider trying out a 3-month subscription to see if it’s worth it for you.