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A New MoviePass Plan Might Be Too Late, Analysts Say | Fortune

MoviePass, the embattled movie subscription service, appears to have settled on a pricing plan that the company says is “built for the mass consumer,” even as analysts argue that the plan isn’t built for profits.

On Monday, MoviePass announced that it would change the terms of its existing plan, which allowed its more than 3 million U.S. customers to see movies as often as once per day for $10 per month, which is cheaper than the average single movie ticket. The new plan, which MoviePass hopes will dramatically reduce its losses, limits customers to just three movies a month. Additional tickets are discounted up to $5 each. The revised plan takes effect Aug. 15.

It’s a “plan that delivers what most of our loyal MoviePass fans want, and one that, we believe, will also help to stabilize our business model,” CEO Mitch Lowe said in a statement.

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A New MoviePass Plan Might Be Too Late, Analysts Say | Fortune.