MoviePass Promotes Itum to EVP

MoviePass, the movie theater subscription service and majority-owned subsidiary of Helios and Matheson Analytics, has appointed Khalid Itum to EVP.

Previously VP of business development, Itum will continue to report to CEO Mitch Lowe. Itum will manage day-to-day operations at MoviePass, working closely with both Lowe and HMNY CEO Ted Farnsworth to spearhead company development, and drive its exhibition and distribution strategies forward, according to a MoviePass press release. Itum will also be responsible for creating its strategic plan and ensuring its implementation.

“Khalid is a unique talent with an amazing vision, who has been an integral part of MoviePass since 2014,” said Lowe in a statement. “Before coming on in a full-time capacity in 2017 to lead our studio affairs and distributor partnerships, he played a significant role as an advisor. As we continue to spur innovation across the industry, he not only strengthens our sales and operations efforts across the organization, but he deepens our relationships within the industry ecosystem.”

As VP, Itum had been responsible for driving revenue through multiple studio and independent distributor partnerships and various brand and content deals. He played a crucial role in growing MoviePass’ Los Angeles office and led the strategic formation of MoviePass Ventures and its first acquisition of American Animals — alongside The Orchard — at the 2017 Sundance Film Festival, according to the release. He also spearheaded the acquisition of Moviefone from Oath earlier this year.

“Khalid has a proven track record and I believe he will serve our financial goals and increase our overall operating performance,” said Ted Farnsworth, CEO of Helios and Matheson, in a statement. “Khalid brings a remarkable enthusiasm and passion to the job each day and truly shares in the overall vision of MoviePass.”

“I’m eager to continue building MoviePass and am proud of how far we’ve come,” said Itum in a statement. “The road hasn’t been easy — and the hyper growth has been challenging. However, we’ve taken a hard look over the past few weeks and months at what needs to happen in order to not just preserve what we’ve built, but to use it as a foundation upon which to build. Because of this, I know we’ll emerge a better partner to the theaters (big and small), major studios and independent distributors with whom we have the privilege of working to collectively best serve the interests of the American consumer. You may notice we’ve been out of the news for some time, and that’s been by design. At MoviePass, we’ve recently prioritized building toward a vision that aligns our success with greater consumption of entertainment. You’ll soon be able to judge for yourselves, and I believe that the best marketing we can do, today and always, is to enhance our product and treat our subscriber as a member of something special: because that’s what MoviePass is to a great number of Americans already. It’s on us to regain their trust. I believe the future is bright for our company, and I couldn’t do it without my team which has been giving its 200% dedication and effort to transform the offering and platform into its full potential. I look forward to announcing some powerful additions to our management team to join with us in charging forward.”

MoviePass: $129 Million Generated for Oscar-Nominated Films

Helios and Matheson Analytics – corporate parent of MoviePass – Feb. 6 announced the subscription theatrical ticket service has generated $128.7 million for select Oscar-nominated since last November. In addition, it claims MoviePass contributed 5.7% to the total nationwide box office.

In addition to offering subscribers access to one theatrical screening daily for $9.95 monthly fee, MoviePass is banking its survival — and offsetting theatrical disruptor mantra — on moviegoer data. Information, it can market and sell.

The service said it contributed significantly to the nominees, keeping attendance up past opening week. It said the percentage of domestic revenue generated for Best Picture nominees, included Call Me By Your Name (8.79%), Lady Bird (6.18%), Three Billboards Outside Ebbing, Missouri (6.89%), The Shape of Water (7.87%), and The Post (5.57%).

MoviePass also contributed 11.48% for I, Tonya, and 7.57% for The Square.

“MoviePass is actively driving movie-goers to the theater at a critical moment in the year,” Mitch Lowe, CEO of MoviePass, said in a statement. “At a time with ‘For Your Consideration’ billboards up all over Tinseltown, we are promoting these pictures to our MoviePass subscribers. I believe more people are connected with these films now and MoviePass has created more exposure for these nominees and the Oscars.”

Ted Farnsworth, CEO of Helios and Matheson Analytics, which acquired a majority stake in MoviePass in 2017, contends the service contributed 4.6%, 5.6%, and 5.7%, respectively, over the past three weeks to total nationwide box office.

“I believe we can serve as a catalyst for success in the entire movie industry,” said Farnsworth.