Survey: Consumers Willing to Pay $22 Monthly to See Three Theatrical Movies Monthly

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.

Respondents said they would also pay $25 to see three movies per week, and $33 for unlimited screenings.

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%).

 

Survey: Half of MoviePass Subs Likely to Cancel

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.”