MoviePass Relaunches Unlimited Plan

MoviePass is hoping to boost its struggling business by launching a series of new subscription plans, including reintroducing its popular unlimited program.

Earlier this month, the subscription service firm introduced three new plans, each offering members three titles each month, to a maximum of 36 titles annually, with prices based on geographic location. The Select plan costs between $10 to $15, with options limited to certain titles, and for certain days. All Access plans are the next level up, while the Red Carpet plan costs between $20 to $25, and includes 3-D or Imax films.

And Khalid Itum, executive VP of MoviePass, told Variety that the company will also reintroduce an unlimited program that would allow users to see as many movies as they wanted each month. It was a popular choice for MoviePass users in the past, especially after its price was cut to $9.99 a month. But after new restrictions and pricing plans were continuously added, frustrated users started jumping ship.

The company says it has started to regain subscribers, as well as seen a boost in consumer opinion. Data shows that before the new plans were launched, only 44 percent of customers had a positive feeling towards MoviePass. Last week, that rose to 59 percent.

“I feel like we’re turning a corner,” said Itum.

The company has also launched a new advertising campaign, which includes a billboard in Times Square featuring images of moviegoers staring up at a big screen with the tagline “let’s go to the movies.”

“It’s a tribute to our friends in exhibition,” said Itum. “We’re saying that the best place to see a movie is a movie theater. That’s means getting off your couch and going to one. That’s sort of a story of human triumph fulfilled, as well as a story of our company fulfilling our promise to you as a consumer.”