Almost 4 years after it was shuttered, MoviePass is returning from the grave. After a spectacular fall from grace, is there really space in the market for yet another member of the troubled exhibition industry? Our entertainment lawyer Los Angeles and industry expert, Brandon Blake, weighs in.
MoviePass 2.0
One thing is for certain, you can’t fault them for being willing to laugh at their meteoric fall. Stacey Spikes, the original co-founder, didn’t have much to reveal regarding pricing and other anticipated details, but happily took jabs at their own fall from grace. All the same, the event was more focused on the potential viability of MoviePass and its current grassroots support. We did, however, learn that they will be offering pricing tiers- an increasingly viable model among exhibition and streaming services alike- instead of the all-or-nothing pricing that was originally used. Willingness to watch advertisements- with eye-tracking tech to make sure you’re engaging- will result in discounts.
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Of course, MoviePass’ abrupt demise in January 2020 means it was not forced to weather the tumult the exhibition industry was forced into shortly thereafter. The brand, freshly hauled out of bankruptcy, has hired back a number of its former employees, including engineers. While the app is yet to hit the stores, attendees of MoviePass 2.0 were also offered a free year’s subscription for beta testing it.
How viable will the revamped MoviePass model be in 2022? Its 2018 demise was precipitated by heavy demand leaving them unable to fulfill customer orders, which descended into chaos that cost people both trust and money. Likewise, key industry players like Regal and AMC came to see MoviePass as a revenue-sucking nuisance.
Will they be able to address these practical issues in the changing exhibition landscape? With so little to go on, it’s too early to tell, but it will heavily depend on the willingness of theaters to buy into the new format. This is one Blake & Wang P.A will be watching with interest- and a little skepticism, admittedly.
