This new change is a far cry from the moviegoing utopia promised by the MoviePass deal of the last few months. In the past year, particularly as the price on the service dropped as low as $6.95 per month, its users have grown used to seeing blockbusters like Avengers: Infinity War, Incredibles II, and Jurassic World: Fallen Kingdom on the big screen with the app. This de-emphasis on unlimited movies is a surprise from an organization that, until very recently, was content with burning through money at an alarming rate.
A new version of MoviePass that only allows three movies a month might have more mainstream appeal, but it makes it less useful to moviegoers who want to see over a dozen films a month. It's worth remembering that MoviePass's ambition was to "disrupt" the traditional movie business. They're not looking to become a niche subscription service like FilmStruck or Mubi. They want to be Netflix.
"When we launched Netflix, Blockbuster said, 'This is a ridiculous idea. You’re going to create confusion in the market. You’re never going to make it,'" said Lowe (who, reminder, was a Netflix co-founder) in an interview with Vulture earlier this year. "The incumbent player -- the largest entity in any space -- spends more time protecting their business as opposed to listening to their customer. It’s the nature of the beast."