After doing away with its unlimited model just two weeks ago in favor of a limited four-movie-per-month plan for new users, MoviePass has flip-flopped back to its old one-movie-per-day plan. And CEO Mitch Lowe now says the subscription service is “absolutely committed” to keeping it that way, Wired reports.
Just a few days ago, Lowe’s commitment to the unlimited plan didn’t seem so solid, when he said he wasn’t sure if the plan would ever return. At the time, MoviePass was offering a plan in which the $9.95 / month fee, billed quarterly, allowed users to see just four movies per month, along with a seemingly random three month trial of iHeartRadio’s All Access Subscription.
Since steeply dropping its subscription fees last summer, MoviePass has implemented a virtually nonstop parade of experiments and changes. Last fall it launched an annual subscription plan for $89.95 upfront, which worked out to a lower monthly fee, but didn’t allow users to ask for refunds. It pulled support from some popular AMC theaters, after AMC said it was devaluing the cost of movie tickets. It vigorously promoted some movies while banning other competing movies in some markets. Recently, it modified its Terms of Service so that subscribers can’t see the same movie more than once. Throughout all this, the company has been hemorrhaging money, and has yet to prove that its business model is sustainable.
Lowe told Wired that the company is still “fine-tuning this model,” but said MoviePass has fixed its relationship with AMC theaters. “I can assure you that we are not contemplating or even thinking about removing any AMC theaters,” he says.
The $9.95 / month unlimited plan and the iHeartRadio promotion are both currently available to sign up for at MoviePass’ website.