MoviePass, the discount service for movie tickets, is raising prices by 50 percent and barring viewings of most major releases during the first two weeks.
The new $15-a-month rate for up to one movie each day still won’t make MoviePass profitable. Because it typically pays theaters the full cost of tickets — which can be $15 or more in big cities — a movie or two can put the service in the red. The old monthly rate was $10.
MoviePass has shown that many moviegoers will make time to hit theaters when movies are affordable, despite more convenient options such as Netflix and video on demand. At some theaters, it is common to see long lines with people holding red MoviePass cards, which subscribers can use to charge a movie to the service.