August 28, 2018
Fiscally challenged MoviePass got more bad news Aug. 28 after a survey found nearly 50% of MoviePass respondents will likely cancel their membership.
In the August survey of 1,558 moviegoers — including 424 MoviePass subscribers — conducted by National Research Group for The Hollywood Reporter, just 48% of MoviePass respondents said they were satisfied with the service — which was down from 83% approval in a previous survey this spring.
Central to the service’s problems — beyond financial — are the ever-changing rules of engagement, according to the survey. A short-lived price hike from $9.95 to $14.95 was scuttled, with subscribers limited to three screenings per month. That change was followed by more restrictions on what titles subscribers could see and when.
“MoviePass’ innovation was offering the freedom and flexibility to see any movie, at any time, at almost any theater, for a low price,” NRG CEO Jon Penn told THR. “By constantly changing the terms of service — limiting which films subscribers could see and when they could see them — MoviePass has eroded brand trust and undermined their leadership position.”
Survey respondents appear in favor of ticket subscription services, with 23% interested in AMC Theatres’ A-List Stub platform. Another 39% said they would favor any service that could be sustainable.
“There remains immense opportunity and moviegoer appetite for innovation in movie ticket buying,” said Penn. “Future services that offer value, flexibility and convenience — in an economically viable way — will help drive moviegoing to new heights.”