Big Fizzle: MoviePass Passes Away
by PYMNTSAnd so it all ends in disappointment, like the umpteenth installment of a Stallone or Schwarzenegger franchise.
For MoviePass and its parent company, filing Chapter 7 bankruptcy earlier this week means that what promised to disrupt an industry that has been around for more than a century – the movie business, of course – has itself been disrupted, and had been since the service was shut down in September. The filing means the companies will be sold, and the funds distributed to creditors.
Those creditors include a list of more than 12,000 subscribers, and as the math works out, each of them may get about $100 in liquidation – if they get paid at all. The final shuttering comes after at least some subscribers complained that their cards were still being charged, even when the MoviePass service had gone dormant.
Turns out the movie ticket subscription business has relatively low barriers to entry. MoviePass launched in 2011, was famed for its $10 monthly subscription service that allowed for unlimited visits to theaters, and movie chains (like AMC) started to offer (or counter-offer) their own subscriptions.
It’s never a good idea to lower prices and then lose money on subscribers, which is what MoviePass did when it dropped the service’s price from $50 to the famed $10. Net losses doubled in 2018 to about $329 million on sales of $232 million. Eventually, other tactics came and went. Uber-like surge pricing failed. A new attempt to raise capital failed. Even the service itself failed, where last year technical issues forced a period of suspension. Then there was the fraud issue, where customer records such as credit card data were left exposed.
Whatever could go wrong, did. And now subscribers wait for the final checks to (maybe) arrive.
As they say in the biz … fade to black.
Sizzle
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Fizzle
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