In MoviePass morass, lessons about risks, opportunities of industry change

By the time you read this sentence, MoviePass could be gone – or completely transformed. That’s how quickly the subscription service is announcing changes to its business model.

Called “Netflix for cinemas,” the service allows users to watch multiple movies per month, for a flat monthly fee. MoviePass aimed to fundamentally change the moviegoing experience with its subscription model. The hope was that viewers would be inclined to see a wider variety of films, not just “tentpole” movies, and that it would force the theater industry to change the way it does business by empowering moviegoers. At its peak, some 3 million people subscribed to the service, but it has recently run into a series of problems that

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