MoviePass, the movie ticket subscription company that's been making headlines for its struggles for most of the year, is restructuring yet again.
The company announced Thursday that it plans to implement a new three-tier pricing system effective January 1, offering three different subscription prices, each with their own regional price point scales. The movie is the latest in a long line of changes made by the company in an effort to stay afloat after some very public financial issues over the summer.
Beginning in 2019, users will be able to choose between "Select," "All Access," and "Red Carpet" MoviePass plans. Each plan will still feature the same three-movie-per-month limit, but with different restrictions depending on how much you're willing to pay.
The Select plan, priced between $9.95 and $14.95 depending on where you live, will not allow you to see films on opening weekend (though the service promises that will eventually change) and limits you to 2D movies only. The All Access plan, priced between $14.95 and $19.95, will have a wider selection of titles than the Select and will include opening weekends, though it's also limited to standard-format 2D films. Then there's Red Carpet, priced between $19.95 and $24.95, which will remove limits on when you can see your chosen movie and allow you to see one of your three films in each month in IMAX 3D, IMAX 2D, or other large-format options.
“Change is necessary. We won the hearts of millions of moviegoers, now we need to win back their confidence,” Mitch Lowe, CEO of MoviePass, said in a press release. “We realize that the past year brought our subscribers many modifications and even some surprises, some of which weren’t well-received; but we listened, we reassessed, and we believe we are primed to offer the American consumer the absolute best offering across America in 2019 and beyond.”
MoviePass was an extremely popular service after its launch thanks to low prices and the promise that subscribers could see one movie per day, but that model quickly proved to be untenable, and the company's been rethinking and reworking its business ever since. While it's been struggling, movie theater chains like AMC and Cinemark have adopted their own subscription ticket plans and have begun to build on their success in part because they can also make money through food and drink sales.
Changes at MoviePass have also meant some unfortunate and very public problems for customers, including complaints that unsubscribed customers were being re-enrolled against their will. With the end of the year fast approaching, this is MoviePass' last effort in 2018 to right the ship. Now we just have to see what the new year brings.