---
title: Will MoviePass’ return help struggling theaters?
description: MoviePass is coming back. Can its OG founder make it work this time around?
---

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# [Will MoviePass’ return help struggling theaters?](https://hs-sbup.thehustle.co/news/08232022-moviepass)

 Written by [Juliet Bennett Rylah](https://hs-sbup.thehustle.co/news/author/juliet-bennett-rylah) | Aug 23, 2022 9:07:07 AM

MoviePass is back with original founder Stacy Spikes at the helm.

A waitlist opens Thursday for a beta launch on Labor Day, and it’s already partnered with a quarter of US theaters, [per](https://www.businessinsider.com/moviepass-relaunching-details-how-to-sign-up-2022-8) *Business Insider*.

#### **Spikes founded MoviePass in 2011…**

… but was ousted in 2018 by Helios and Matheson Analytics, which bought, then annihilated the business via bad (and occasionally [unethical](https://www.ftc.gov/news-events/news/press-releases/2021/06/operators-moviepass-subscription-service-agree-settle-ftc-allegations-they-limited-usage-failed)) moves, like the highly unsustainable decision to offer a movie a day for a mere ~$10/mo.

However, MoviePass *was* credited with a bump in theater attendance in 2017; one analytics firm found it [increased](https://secondmeasure.com/datapoints/moviepass-ushers-in-surge-of-theater-sales/) concession sales by 81% YoY at AMC and 101% YoY at Cinemark.

#### **And theaters need help**

Cineworld is [considering](https://www.cnn.com/2022/08/22/media/regal-cinemas-cineworld-possible-bankruptcy/index.html) bankruptcy to reduce its debt burden, blaming a lack of films despite blockbuster draws like *Top Gun: Maverick*.

- Compared to 2019, new releases are down [38%](https://edition.cnn.com/2022/07/29/media/movie-box-office-year/index.html) while Hollywood recovers from the pandemic.
- Some films — like Hulu’s hit *Prey* — are going straight to streaming.

#### **So, what’s different now?**

Instead of unlimited viewings, MoviePass’ tiered subscription offers credits for $10-$30/mo.

- Spikes previously [said](https://www.chron.com/business/article/MoviePass-subscription-comeback-legal-16907590.php) it’d cost fewer credits if users saw a matinee or older film, and that users could watch ads to earn credits.

It’s a strategy that just might get butts in seats during off hours, or for movies people might otherwise wait to stream.

The next anticipated blockbuster — *Black Panther: Wakanda Forever* — doesn’t open until November.

But smaller releases in between — *Don’t Worry Darling*, *The Woman King*, *Triangle of Sadness* — may appeal to cinephiles willing to give MoviePass a second chance.

[View full post](https://hs-sbup.thehustle.co/news/08232022-moviepass)

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