“Last August, the data-analytics firm Helios and Matheson acquired a majority stake in the company and slashed its subscription price to just $9.95 a month (users can buy one ticket a day for any film, excluding 3D or IMAX screenings). The Helios and Matheson CEO Ted Farnsworth said MoviePass could absorb the price cut because it would attract more subscribers, and the resulting data on their filmgoing habits would be valuable to advertisers.” David Sims in The Atlantic: Is MoviePass Here to Stay? (Not if AMC has anything to say about it.)

+ More on the MoviePass business model from Wired: How Does Moviepass Make Money? (Basically, they make money the same way many Internet companies do. They ask consumers to trade their longterm privacy for a short-term deal, and millions of users sign up.)