Take Two for MoviePass Subscription Service

**Waqas** · August 31, 2011

After getting smacked down by the theater chains, subscription movie ticket service MoviePass is back for a second chance.

Earlier this summer, we wrote about MoviePass, a startup that wants to be the Netflix for movie tickets. The idea is intriguing — for $50 a month, members can get unlimited movie tickets (with a few restrictions).

Originally the service was scheduled to launch in beta in San Francisco this summer. Immediately after the company made a big splash in the press, however, movie theater chains spoke out against the service and said they would refuse to honor MoviePass tickets. AMC Theatres, the second largest theater chain in the U.S., issued a particularly strong statement against the service. This unexpected turn of events has caused the MoviePass team to readjust its strategy.

MoviePass is going to try again. Only this time, the company will team up with Hollywood Movie Money to provide vouchers. Rather than using the mobile app — which was a key part of the original plan for MoviePass — users will instead select their movies online, print a Hollywood Movie Money voucher at home, and then make their way to the theater. MoviePass says that it will roll out a full mobile version of the service in 2012.

It seems MoviePass is attempting to end-run theater owner prohibitions by instead just offering users access to a movie voucher gateway. Because the Hollywood Movie Money tickets are purchased at full price, a ticket procured by a MoviePass customer won’t look any different than one purchased by anyone else.

Another change to the MoviePass model is the beta rollout. Instead of launching in San Francisco first, MoviePass will be available nationwide on an invitation-only basis. Pricing will also now vary based on location, which was something MoviePass anticipated when we spoke to the company in June.

We still like the idea of MoviePass and hope that the company will be able to get off the ground. Still, without the cooperation of the theater chains, the service’s broader appeal may be limited. Part of what made MoviePass so interesting — at least to me — was the mobile component of the service. If I have to print a voucher before leaving for the theater, that severely limits my “on-the-fly” movie moments.

Ultimately, we hope that MoviePass can come to some sort of agreement with theater chains to make the offering closer to its original vision.

How much would you be willing to pay for unlimited movie tickets each month? Let us know in the comments.

[via GigaOm]

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