Will MoviePass Give Theaters A Jolt Of Innovation, Or Is It Doomed To Fail? | Deadline

MoviePass is the answer to movie theaters’ prayers. No, it’s just another challenge for an already beleaguered industry. No, it’s a crazy idea that’s doomed to fail.

RelatedWill MoviePass Give Theaters A Jolt Of Innovation, Or Is It Doomed To Fail?
Industry watchers have voiced all three theories this week about a business that few had even heard of a week ago.

The subscription movie service, introduced in 2011, received publicity beyond its wildest dreams this week after it dropped its monthly price to $9.95 from $14.95. Many consumers were intrigued by the thought that they could avoid today’s soaring admission prices, using MoviePass to go to the movies every day for the price of a single ticket.

AMC Entertainment quickly poured gasoline on the flicker of publicity by announcing that MoviePass was “not welcome here” and its lawyers are looking for a way to block “this shaky and unsustainable program.”

The reactions reflect the general sense of uncertainty about exhibition in a period of weaker-than-expected box office sales and plummeting stock prices. Things could deteriorate if Hollywood studios introduce premium video on demand — offering movies to home viewers in the 90 day period when theaters typically have them exclusively.

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Will MoviePass Give Theaters A Jolt Of Innovation, Or Is It Doomed To Fail? | Deadline.