Consumers love MoviePass, but theaters have been tepid at best in their support for the service. MoviePass is available at AMC, Regal Cinemas and Cinemark, though it’s not in use at ArcLight Cinemas, Landmark Theateres or iPic.
AMC threatened MoviePass with a lawsuit less than a day after the subscription price was dropped to $9.95, and suggested it was working to find a way out of its deal with the company.
“While AMC is not opposed to subscription programs generally, the one envisioned by MoviePass is not one AMC can embrace. We are actively working now to determine whether it may be feasible to opt out and not participate in this shaky and unsustainable program,” AMC said in a statement. “”From what we can tell, by definition and absent some other form of other compensation, MoviePass will be losing money on every subscriber seeing two movies or more in a month.”
Not all on the other side of the equation are against MoviePass, though.
“The deal from our side and why we’re excited is we still get paid the full price of admission. If this succeeds in driving attendance, it will pay for itself,” Chris Aronson, head of distribution at 20th Century Fox, told MarketWatch. “And they’ve made no secret that their goal is to mine data from subscribers. We’d be very interested in that.”