No Price Hike, But New Caps On Moviepass Discount Tix Plan

MoviePass, a discount service for movie tickets at theaters, is walking back a planned 50 percent price increase following a subscriber backlash.But the cash-starved company will soon impose a cap of three movies per month, instead of one every day.

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The company says the new plan will include “many major studio first-run films,” though there will be exceptions the company didn’t specify. In doing so, MoviePass is rescinding a recent cost-cutting move of barring viewings of most major releases during the first two weeks.

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. U.S. movie ticket sales are up 8 percent so far this year, according to comScore. MoviePass claims credit for some of that.