Okay, MoviePass. I really liked your original offer—for $10 a month I could see up to a movie a day in a theater. It was a great opening line, and it made me want to get to know you better. Over the last seven months, you and I have been on 49 dates to the movies. We’ve seen blockbusters, small art house flicks, and quite a few flops that would’ve made me really annoyed if I’d paid full price. But because I wasn’t, I took a chance. We’ve patronized big theater chains and also small-town Mom and Pop theaters and independents.
And I always bought popcorn and drinks.
Milk Duds, too.
In the beginning, you were great. If I loved a movie, I could see it again with another friend. But then you got jealous and said I could only see a movie once.
That wasn’t what we originally agreed to. Going into this relationship, you said a movie a day. You know and I know it’s impossible to see 30 new movies a month—there simply aren’t that many released. But when I pointed that out, you whined about the cost and then accused me of being ungrateful. If I wanted to continue our relationship, you said, you had to rein me in.
Fine. I stopped seeing a movie with my son and then again later with my daughter or husband. Fewer movies meant less money spent on over-priced concession snacks for theaters. I also stopped dragging my friends who don’t have MoviePass to movies I’d already seen, even though I knew they’d love them and wouldn’t go on their own.
See what you did there, MoviePass? You’re such a wet blanket.
We won’t even talk about the nightmare it was when I broke my phone and had to get MoviePass set-up on a new device. Due to your minimum of a month on a device rule, I’m still dragging an iPad around to the movies even though my phone’s fixed now.
But back then our relationship was still new and full of promise. It was easy to ignore a few hiccups.
Next you insisted I send you a photo of my ticket. If I didn’t, I’d be in trouble. Your app hijacks my phone’s camera like an overzealous bouncer confronting a teenybopper at a night club.
Controlling much? Just what did that inconvenience prove? That I had a ticket in my hand to a movie I could only see once? Do you have any clue how small-town theaters work? Most of the time they don’t give you a ticket. You pay at the door and simply walk into the theater to see the one movie playing that night.
Now when I go to my local theaters, I’m the pain-in-the-butt who holds up the line while the cashier asks her dad, the owner, how to provide me with an actual ticket and not a credit card receipt. He has to stop filling bags of popcorn to figure it out himself.
That’s two lines of people inconvenienced.
Thanks for that.
And now, now you’ve shown your true colors.
Today you rolled out Peak Pricing.
Basically, Peak Pricing is a way for you to charge me more for showings and movies you think are in high demand. You get to decide which showing of which movies are flagged as Peak. You can’t or won’t explain how that algorithm works. But if a movie is Peaked, you’re going to charge me an additional amount to see it, somewhere in the $2-6 range. I won’t know for sure if a movie is Peaked until I’m standing outside the theater, ready to purchase my ticket. But I’m not supposed to worry. You’ll just automatically charge the additional fees to my credit card which you have on file. You also say this program is rolling out nationally and will affect EVERY theater you serve.
And this is where you prove that you’re really not the hero on a shiny white horse, but an abusive, really bad boyfriend, couching your atrocious behavior as being for my own good.
Out of the 49 times I’ve been to theaters in the last seven months, only twice was the theater sold to near capacity. Twice. In my neck of the woods, blockbusters on opening night, prime ticket times, fill a theater maybe one third to half full. There is no reserved seating at any of the six theaters in a 30 mile radius of my home. Movies are offered no more than twice a day during the week and maybe three times a day on weekends and holidays as a matinee and two prime time. We’re not talking multi-show multiplexes here. So, because you decide the demand is Peak in New York or California, I’m forced to pay a surcharge to sit in an empty theater.
And, yes, I’m aware that matinee movie tickets are cheaper than evening showings. But you knew this going into our original agreement. If you wanted to restrict when I could see a movie, you should’ve told me upfront and before we got involved and you led me on. And unlike your business model which now charges a surcharge for seeing a high demand movie at a convenient hour, theaters DISCOUNT matinee showings from their regular ticket prices. They also don’t charge you—or anyone else—more for seeing a movie opening night than on the last day of its run.
So really, Peak Pricing only costs me more money. It doesn’t give the theaters more money or even save you per ticket; the only way you save money is if I don’t buy a ticket.
How crazy is it that you’re incented to save money by making your service impossible and inconvenient to use?
You think you’re in control because you think I’m hooked.
I’m not going to pay for a service that’s inconvenient to use. I already pay for Netflix, cable, Hulu, and Amazon Prime. The attraction, MoviePass, was to see first run movies in a THEATER once a day. If I have to wait to see a movie until you decide Peak Pricing is over, I might as well wait another week and stream it.
You’re driving me to cancel because of the hassle.
How’s that going to work for you?
Besides, there are other fish in the sea.
In no week did I ever see more than three movies. Cost aside, there’s just not that many movies I want to see or have time to spend in a theater. At $20 a month, AMC’s version of a subscription movie pass is a better deal. It allows up to three movies a week, you can see them all in one day if you choose, you can see the same movie more than once, it includes 3D and IMAX movies, there’s no “peak” surcharge, AND you get a discount on concessions and tickets for friends. For me it only takes one “peak” surcharge movie a month and a large popcorn under MoviePass to come out ahead on AMC’s deal.
And that’s too bad. Because the only ones who are going to suffer are the Mom and Pop independents and the indy/art house theaters and movies.
And the makers of Milk Duds.
Oh, MoviePass. It was fun while it lasted, but you’re all talk. Too bad you couldn’t walk the walk, too. The first time I pay Peak prices to sit in an empty small-town theater, it’s over.
Hasta la vista, baby.