October 23, 2018
As theatrical ticket subscription pioneer MoviePass struggles to remain in business, a new survey reveals consumers are willing to pay more than twice the $9.95 fee MoviePass currently charges subscribers.
The survey conducted Oct. 11-14 among 2,201 adults from Morning Consult and commissioned by The Hollywood Reporter, found respondents would pay upwards of $22 monthly to watch three theatrical screenings monthly.
MoviePass set the exhibition industry on its ear last year when it launched service offering subscribers daily access to a theatrical screening for less than $10 per month. With the service paying exhibitors such as AMC Theatres and Regal Cinema face value for each ticket consumed by subscribers, fiscal losses began to spiral out of control.
MoviePass now limits subs to three select screenings per month. Restrictions that resulted in AMC and Cinemark launching competing ticket subscriptions – the former priced at $19.95 enabling subs access to three screening weekly in any format, including Imax, Dolby Cinema and RealD 3D.
Three in 10 frequent moviegoers subscribe to AMC Stubs A-List, while 27% subscribe to MoviePass.
Notably, the survey revealed that just 6% of respondents are “very likely” to purchase a subscription service, while 23% could go either way. That left 71% of respondents who said they were either not very likely (32%) to purchase a subscription or had no interest (29%) in buying one. Another 10% didn’t know or had no opinion.
Millennials are the most likely to purchase a ticket subscription.
According to the survey, perks that would incentivize consumers to use a subscription service include: unused tickets rolling over to the next month (22%); ability to choose from a variety of plans/theaters (19%); the number of movies included (15%); and the ability to use subscription tickets to bring friends (25%).