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MoviePass CEO: The Subscription Model Is the Future for Theaters

September 06, 2017
Staff

WRITER

MoviePass CEO Mitch Lowe joined Glenn on radio Wednesday to talk about his company’s subscription business model and why movie theaters should actually be excited about people seeing unlimited free movies. He explained why MoviePass was first designed for millennials, a generation accustomed to subscribing to everything.

“We realized that what we really needed to do is to reinvigorate, especially, millennials,” Lowe said. “They talk themselves out of going to the movies. … ‘I’ve already got Netflix or Hulu; I’ll just wait and see it then.’”

For one fee, people can use MoviePass to see as many movies as they want to each month, as long as they don’t go to more than one movie per day or see the same film twice. MoviePass recently dropped its price from $50 to just $10 per month.

Movie theaters benefit from people being in the theater and buying concessions, so they should welcome a subscription service that encourages people to come to the movies, Lowe asserted.

“I think the movie theater experience is just totally changing,” Glenn said. “I think the future is putting me into some sort of cocoon where I never, ever want to leave.” As an example, he cited local theaters that serve people food while you watch the movie.

This article provided courtesy of TheBlaze.

STU: You can give your critique on the script too. The coauthor of American Assassin. Tomorrow, he joins us. The beginning of this hour on tomorrow's program. But one of the things that I love about movies and I have a new appreciation of them and can go to much more of them because of it is called this ridiculous movie called MoviePass.

GLENN: I don't -- there's something wrong here.

STU: It's ridiculous. There's something wrong. It's too good. When it's too good to be true, it means it's too good.

GLENN: Right. Mitch Lowe is here. He's the CEO of MoviePass.com. And, Mitch, I personally may put you out of business because I see too many movies. So...

MITCH: Hey, that's what we want. We want to reinvigorate the movie theater going. So we would love to see that.

GLENN: Okay. Honestly, I'll bankrupt you. I see almost every movie made, and I love to go to the movies. It is a pastime with me and my family. But we see probably a minimum of four movies a month. And under your service, I pay $10, even in New York where the ticket is $16, and I can go see any movie I want and I can see as many movies as I want, as long as it's not the same one over and over again, right?

MITCH: That's right. It's one a day. It's one a day.

GLENN: So how is that working for you? I'm trying to figure out the business model. How does that work?

MITCH: So here's the thing: Yes, there are about 11 percent -- 36 million people in the US and Canada that go to a lot of films every month. They go to roughly 18 films a year on average, and they buy half of all the movie tickets. But there's 51 percent of the population that go to less than a movie a month, and that's who primarily join our service. So, yes, everybody like yourself who goes to lots of movies joins. They get huge value, and they tell everybody about it. But the majority of our subscribers are people who go to three to six films a year prior to joining MoviePass. When they join, they double the amount of films they go, so now they're going to six to 12 movies a year.

So the majority of our subscribers roughly go to one a month. And then there's a small group of people who end up going five, ten times a month. And it drives up the average a little bit.

GLENN: Okay. So it's 9.95 a month. It used to be $50 a month.

MITCH: Yeah. Thirty to $50.

GLENN: How -- what happened to where you could drop it down that low?

MITCH: Well, what we found -- you know, when we were 30 to $50, we were really just appealing to the people -- that 11 percent who go a lot already. And we got them to go more often. But essentially, it was a -- at first a price point that only appealed to a small group of the public.

GLENN: Yeah.

MITCH: And we realized that what we really needed to do was to reinvigorate especially millennials. Over the past five years, millennials have decreased their amount of times going to the theater by 20 percent. And the reason why is now they have all these other alternatives. In fact, they talk themselves to go out of the movies. They go, I don't know if it's good enough. I've already got Netflix or Hulu. I'll just wait and see it then.

And what we really -- these are people that grew up on subscription. And really, what are subscription services, it's insurance against a bad movie. Now we can go and experiment. And if they don't like it, they can walk out and trash it the next day to their friends.

STU: Hmm.

GLENN: When you put this together -- because AMC doesn't like this.

MITCH: Yeah.

GLENN: But I think the movie theater experience is just totally changing. I think the future is making me -- putting me into some sort of a cocoon where I never ever want to leave. And that's what's happening -- at least here in Texas, that's what's happening to movie theaters. Where great food -- they'll deliver anything.

MITCH: Yeah.

GLENN: I'm guessing there's a few that would even deliver lap dances. I'm not sure. But they just never want you to leave. And I'm guessing, that's where they make their money. Not on the actual ticket.

MITCH: Yeah, that's right. Concessions are 80 percent margin. You know, when you buy that popcorn or soda, 80 percent. And when you buy a ticket, it's roughly 50 percent. So the theaters really want you in the theater.

And, by the way, when you join MoviePass, what happens, because you're not pulling out that 10-dollar bill to pay for a ticket, you spend more money on concessions, which is great for the theaters. And that's why AMC should love it.

GLENN: Why don't they?

MITCH: Well, you know, we had a two-year partnership with AMC. You know, we -- we both contributed to a blind data report that showed that we doubled people's frequency of going to the movies. Increased their consumption of concessions. And AMC, I believe, you know, came to the point where they said, "You know, we should just do this ourselves." And so I believe this is a little bit of sour grapes in seeing that kind of we beat them to the punch. And, you know, I know they will probably release their own subscription program soon.

STU: We're talking to Mitch Lowe of MoviePass.com.

Mitch, one of the criticisms I've seen from AMC and others is that you are preparing people to pay $10 a month for movies. And then when you go out of business in two years, everyone is going to think the old movie price is too high.

MITCH: Yeah. Well, you know, I was on the founding executive team at Netflix and the COO of Redbox, and that's exactly what Blockbuster said to Netflix and they said to consumers. Don't look at these little guys over here that are offering an innovative service. Keep paying us the high prices.

GLENN: Yea. Are you publicly traded now, Mitch? Is this publicly traded?

MITCH: We're 51 percent owned. The deal isn't closed yet. But shortly, we'll be majority owned by a public company. It's HMNY. Helios & Matheson. And they are -- the reason why we sold half the company to them, a little more than half, is they are a big data and analytics company. And what we want to build is this great experience around going to the movies. And we're building upon their foundation. Their technology. That will build a whole night at the movies experience.

GLENN: I'll tell you, I think this is why AMC is wrong on this.

I don't -- you know, AMC should do what AMC does well. And that is, give me a good movie experience. But I wouldn't want a subscription with AMC, because then I'm locked into just AMC. I mean, if you were a public --

MITCH: Exactly.

GLENN: This might be the kiss of death: I would invest in your company because I think what the future is, is companies that say, "I just do this one piece. And I do it really, really well."

MITCH: Yeah.

GLENN: And they just start linking pieces together, to make everybody's experience super easy.

MITCH: Yeah. You have to listen to consumers. And what typically happens to the dominant player is they lose touch with their consumers. And they spend more time trying to protect an old way of doing things, at the cost of offering, you know, new benefits to consumers. And that's -- that's exactly what, you know, startups can do, is where -- I absolutely love movies. I love them in every way. And, you know, I started with video stores 30 years ago. And I just love movies. And I know the artists -- the creative community makes movies for the that's right, for the big screen, the big sound. You know, laughing with other people around you. They don't make them for the mobile phone. And even though that's fun and a great opportunity, you know, it's really the theater --

GLENN: No, there's nothing better -- yeah, there's nothing better than the theater.

MITCH: Yeah.

STU: And, Mitch, it is a -- any theater you want to go to -- I think a lot of people would think, oh, well, I have to find one of these theaters. It's literally any theater -- you basically have what is a debit card almost.

MITCH: Yeah. It's -- it's over 90 percent of all the theaters.

So there are some theaters -- you know, some drive-ins and some places that only take cash that you can't use it.

GLENN: Can you still use it at AMC? Can you still use it at AMC?

MITCH: Absolutely. You can still use it at AMC.

STU: And I don't know, Mitch, if you do radio-based customer service, but I have not received my card yet. I've just been using the app. So we really need to work that out.

MITCH: Well, we absolutely underestimated demand. And we were not prepared for the amount of new subscribers we had. We're still catching up. You know, on those first couple days, we were the third most searched word on Google after Charlottesville and Korea. And we continued to get thousands and thousands of new subscribers every day. And we're catching up fast. But you'll get yours soon. And I apologize. Your first month does not start until you get your card. So even though we charged you in advance, the month doesn't begin until you get your card.

STU: That's awesome.

MITCH: And I'm extremely sorry and I apologize.

STU: We're rooting for you. This is really cool.

GLENN: We are. Mitch, thanks a lot. Mitch Lowe. He's the CEO of MoviePass.com. That's MoviePass.com. I will be a member by the end of the day.

A nation unravels when its shared culture is the first thing to go

Spencer Platt / Staff | Getty Images

Texas now hosts Quran-first academies, Sharia-compliant housing schemes, and rapidly multiplying mosques — all part of a movement building a self-contained society apart from the country around it.

It is time to talk honestly about what is happening inside America’s rapidly growing Muslim communities. In city after city, large pockets of newcomers are choosing to build insulated enclaves rather than enter the broader American culture.

That trend is accelerating, and the longer we ignore it, the harder it becomes to address.

As Texas goes, so goes America. And as America goes, so goes the free world.

America has always welcomed people of every faith and people from every corner of the world, but the deal has never changed: You come here and you join the American family. You are free to honor your traditions, keep your faith, but you must embrace the Constitution as the supreme law of the land. You melt into the shared culture that allows all of us to live side by side.

Across the country, this bargain is being rejected by Islamist communities that insist on building a parallel society with its own rules, its own boundaries, and its own vision for how life should be lived.

Texas illustrates the trend. The state now has roughly 330 mosques. At least 48 of them were built in just the last 24 months. The Dallas-Fort Worth metroplex alone has around 200 Islamic centers. Houston has another hundred or so. Many of these communities have no interest in blending into American life.

This is not the same as past waves of immigration. Irish, Italian, Korean, Mexican, and every other group arrived with pride in their heritage. Still, they also raised American flags and wanted their children to be part of the country’s future. They became doctors, small-business owners, teachers, and soldiers. They wanted to be Americans.

What we are watching now is not the melting pot. It is isolation by design.

Parallel societies do not end well

More than 300 fundamentalist Islamic schools now operate full-time across the country. Many use Quran-first curricula that require students to spend hours memorizing religious texts before they ever reach math or science. In Dallas, Brighter Horizons Academy enrolls more than 1,700 students and draws federal support while operating on a social model that keeps children culturally isolated.

Then there is the Epic City project in Collin and Hunt counties — 402 acres originally designated only for Muslim buyers, with Sharia-compliant financing and a mega-mosque at the center. After public outcry and state investigations, the developers renamed it “The Meadows,” but a new sign does not erase the original intent. It is not a neighborhood. It is a parallel society.

Americans should not hesitate to say that parallel societies are dangerous. Europe tried this experiment, and the results could not be clearer. In Germany, France, and the United Kingdom, entire neighborhoods now operate under their own cultural rules, some openly hostile to Western norms. When citizens speak up, they are branded bigots for asserting a basic right: the ability to live safely in their own communities.

A crisis of confidence

While this separation widens, another crisis is unfolding at home. A recent Gallup survey shows that about 40% of American women ages 18 to 39 would leave the country permanently if given the chance. Nearly half of a rising generation — daughters, sisters, soon-to-be mothers — no longer believe this nation is worth building a future in.

And who shapes the worldview of young boys? Their mothers. If a mother no longer believes America is home, why would her child grow up ready to defend it?

As Texas goes, so goes America. And as America goes, so goes the free world. If we lose confidence in our own national identity at the same time that we allow separatist enclaves to spread unchecked, the outcome is predictable. Europe is already showing us what comes next: cultural fracture, political radicalization, and the slow death of national unity.

Brandon Bell / Staff | Getty Images

Stand up and tell the truth

America welcomes Muslims. America defends their right to worship freely. A Muslim who loves the Constitution, respects the rule of law, and wants to raise a family in peace is more than welcome in America.

But an Islamist movement that rejects assimilation, builds enclaves governed by its own religious framework, and treats American law as optional is not simply another participant in our melting pot. It is a direct challenge to it. If we refuse to call this problem out out of fear of being called names, we will bear the consequences.

Europe is already feeling those consequences — rising conflict and a political class too paralyzed to admit the obvious. When people feel their culture, safety, and freedoms slipping away, they will follow anyone who promises to defend them. History has shown that over and over again.

Stand up. Speak plainly. Be unafraid. You can practice any faith in this country, but the supremacy of the Constitution and the Judeo-Christian moral framework that shaped it is non-negotiable. It is what guarantees your freedom in the first place.

If you come here and honor that foundation, welcome. If you come here to undermine it, you do not belong here.

Wake up to what is unfolding before the consequences arrive. Because when a nation refuses to say what is true, the truth eventually forces its way in — and by then, it is always too late.

This article originally appeared on TheBlaze.com.

Shocking: AI-written country song tops charts, sparks soul debate

VCG / Contributor | Getty Images

A machine can imitate heartbreak well enough to top the charts, but it cannot carry grief, choose courage, or hear the whisper that calls human beings to something higher.

The No. 1 country song in America right now was not written in Nashville or Texas or even L.A. It came from code. “Walk My Walk,” the AI-generated single by the AI artist Breaking Rust, hit the top spot on Billboard’s Country Digital Song Sales chart, and if you listen to it without knowing that fact, you would swear a real singer lived the pain he is describing.

Except there is no “he.” There is no lived experience. There is no soul behind the voice dominating the country music charts.

If a machine can imitate the soul, then what is the soul?

I will admit it: I enjoy some AI music. Some of it is very good. And that leaves us with a question that is no longer science fiction. If a machine can fake being human this well, what does it mean to be human?

A new world of artificial experience

This is not just about one song. We are walking straight into a technological moment that will reshape everyday life.

Elon Musk said recently that we may not even have phones in five years. Instead, we will carry a small device that listens, anticipates, and creates — a personal AI agent that knows what we want to hear before we ask. It will make the music, the news, the podcasts, the stories. We already live in digital bubbles. Soon, those bubbles might become our own private worlds.

If an algorithm can write a hit country song about hardship and perseverance without a shred of actual experience, then the deeper question becomes unavoidable: If a machine can imitate the soul, then what is the soul?

What machines can never do

A machine can produce, and soon it may produce better than we can. It can calculate faster than any human mind. It can rearrange the notes and words of a thousand human songs into something that sounds real enough to fool millions.

But it cannot care. It cannot love. It cannot choose right and wrong. It cannot forgive because it cannot be hurt. It cannot stand between a child and danger. It cannot walk through sorrow.

A machine can imitate the sound of suffering. It cannot suffer.

The difference is the soul. The divine spark. The thing God breathed into man that no code will ever have. Only humans can take pain and let it grow into compassion. Only humans can take fear and turn it into courage. Only humans can rebuild their lives after losing everything. Only humans hear the whisper inside, the divine voice that says, “Live for something greater.”

We are building artificial minds. We are not building artificial life.

Questions that define us

And as these artificial minds grow sharper, as their tools become more convincing, the right response is not panic. It is to ask the oldest and most important questions.

Who am I? Why am I here? What is the meaning of freedom? What is worth defending? What is worth sacrificing for?

That answer is not found in a lab or a server rack. It is found in that mysterious place inside each of us where reason meets faith, where suffering becomes wisdom, where God reminds us we are more than flesh and more than thought. We are not accidents. We are not circuits. We are not replaceable.

Europa Press News / Contributor | Getty Images

The miracle machines can never copy

Being human is not about what we can produce. Machines will outproduce us. That is not the question. Being human is about what we can choose. We can choose to love even when it costs us something. We can choose to sacrifice when it is not easy. We can choose to tell the truth when the world rewards lies. We can choose to stand when everyone else bows. We can create because something inside us will not rest until we do.

An AI content generator can borrow our melodies, echo our stories, and dress itself up like a human soul, but it cannot carry grief across a lifetime. It cannot forgive an enemy. It cannot experience wonder. It cannot look at a broken world and say, “I am going to build again.”

The age of machines is rising. And if we do not know who we are, we will shrink. But if we use this moment to remember what makes us human, it will help us to become better, because the one thing no algorithm will ever recreate is the miracle that we exist at all — the miracle of the human soul.

This article originally appeared on TheBlaze.com.

Shocking shift: America’s youth lured by the “Socialism trap”

Jeremy Weine / Stringer | Getty Images

A generation that’s lost faith in capitalism is turning to the oldest lie on earth: equality through control.

Something is breaking in America’s young people. You can feel it in every headline, every grocery bill, every young voice quietly asking if the American dream still means anything at all.

For many, the promise of America — work hard, build something that lasts, and give the next generation a better start — feels like it no longer exists. Home ownership and stability have become luxuries for a fortunate few.

Capitalism is not a perfect system. It is flawed because people are flawed, but it remains the only system that rewards creativity and effort rather than punishing them.

In that vacuum of hope, a new promise has begun to rise — one that sounds compassionate, equal, and fair. The promise of socialism.

The appeal of a broken dream

When the American dream becomes a checklist of things few can afford — a home, a car, two children, even a little peace — disappointment quickly turns to resentment. The average first-time homebuyer is now 40 years old. Debt lasts longer than marriages. The cost of living rises faster than opportunity.

For a generation that has never seen the system truly work, capitalism feels like a rigged game built to protect those already at the top.

That is where socialism finds its audience. It presents itself as fairness for the forgotten and justice for the disillusioned. It speaks softly at first, offering equality, compassion, and control disguised as care.

We are seeing that illusion play out now in New York City, where Zohran Mamdani — an open socialist — has won a major political victory. The same ideology that once hid behind euphemisms now campaigns openly throughout America’s once-great cities. And for many who feel left behind, it sounds like salvation.

But what socialism calls fairness is submission dressed as virtue. What it calls order is obedience. Once the system begins to replace personal responsibility with collective dependence, the erosion of liberty is only a matter of time.

The bridge that never ends

Socialism is not a destination; it is a bridge. Karl Marx described it as the necessary transition to communism — the scaffolding that builds the total state. Under socialism, people are taught to obey. Under communism, they forget that any other options exist.

History tells the story clearly. Russia, China, Cambodia, Cuba — each promised equality and delivered misery. One hundred million lives were lost, not because socialism failed, but because it succeeded at what it was designed to do: make the state supreme and the individual expendable.

Today’s advocates insist their version will be different — democratic, modern, and kind. They often cite Sweden as an example, but Sweden’s prosperity was never born of socialism. It grew out of capitalism, self-reliance, and a shared moral culture. Now that system is cracking under the weight of bureaucracy and division.

ANGELA WEISS / Contributor | Getty Images

The real issue is not economic but moral. Socialism begins with a lie about human nature — that people exist for the collective and that the collective knows better than the individual.

This lie is contrary to the truths on which America was founded — that rights come not from government’s authority, but from God’s. Once government replaces that authority, compassion becomes control, and freedom becomes permission.

What young America deserves

Young Americans have many reasons to be frustrated. They were told to study, work hard, and follow the rules — and many did, only to find the goalposts moved again and again. But tearing down the entire house does not make it fairer; it only leaves everyone standing in the rubble.

Capitalism is not a perfect system. It is flawed because people are flawed, but it remains the only system that rewards creativity and effort rather than punishing them. The answer is not revolution but renewal — moral, cultural, and spiritual.

It means restoring honesty to markets, integrity to government, and faith to the heart of our nation. A people who forsake God will always turn to government for salvation, and that road always ends in dependency and decay.

Freedom demands something of us. It requires faith, discipline, and courage. It expects citizens to govern themselves before others govern them. That is the truth this generation deserves to hear again — that liberty is not a gift from the state but a calling from God.

Socialism always begins with promises and ends with permission. It tells you what to drive, what to say, what to believe, all in the name of fairness. But real fairness is not everyone sharing the same chains — it is everyone having the same chance.

The American dream was never about guarantees. It was about the right to try, to fail, and try again. That freedom built the most prosperous nation in history, and it can do so again if we remember that liberty is not a handout but a duty.

Socialism does not offer salvation. It requires subservience.

This article originally appeared on TheBlaze.com.

Rage isn’t conservatism — THIS is what true patriots stand for

Gary Hershorn / Contributor | Getty Images

Conservatism is not about rage or nostalgia. It’s about moral clarity, national renewal, and guarding the principles that built America’s freedom.

Our movement is at a crossroads, and the question before us is simple: What does it mean to be a conservative in America today?

For years, we have been told what we are against — against the left, against wokeism, against decline. But opposition alone does not define a movement, and it certainly does not define a moral vision.

We are not here to cling to the past or wallow in grievance. We are not the movement of rage. We are the movement of reason and hope.

The media, as usual, are eager to supply their own answer. The New York Times recently suggested that Nick Fuentes represents the “future” of conservatism. That’s nonsense — a distortion of both truth and tradition. Fuentes and those like him do not represent American conservatism. They represent its counterfeit.

Real conservatism is not rage. It is reverence. It does not treat the past as a museum, but as a teacher. America’s founders asked us to preserve their principles and improve upon their practice. That means understanding what we are conserving — a living covenant, not a relic.

Conservatism as stewardship

In 2025, conservatism means stewardship — of a nation, a culture, and a moral inheritance too precious to abandon. To conserve is not to freeze history. It is to stand guard over what is essential. We are custodians of an experiment in liberty that rests on the belief that rights come not from kings or Congress, but from the Creator.

That belief built this country. It will be what saves it. The Constitution is a covenant between generations. Conservatism is the duty to keep that covenant alive — to preserve what works, correct what fails, and pass on both wisdom and freedom to those who come next.

Economics, culture, and morality are inseparable. Debt is not only fiscal; it is moral. Spending what belongs to the unborn is theft. Dependence is not compassion; it is weakness parading as virtue. A society that trades responsibility for comfort teaches citizens how to live as slaves.

Freedom without virtue is not freedom; it is chaos. A culture that mocks faith cannot defend liberty, and a nation that rejects truth cannot sustain justice. Conservatism must again become the moral compass of a disoriented people, reminding America that liberty survives only when anchored to virtue.

Rebuilding what is broken

We cannot define ourselves by what we oppose. We must build families, communities, and institutions that endure. Government is broken because education is broken, and education is broken because we abandoned the formation of the mind and the soul. The work ahead is competence, not cynicism.

Conservatives should embrace innovation and technology while rejecting the chaos of Silicon Valley. Progress must not come at the expense of principle. Technology must strengthen people, not replace them. Artificial intelligence should remain a servant, never a master. The true strength of a nation is not measured by data or bureaucracy, but by the quiet webs of family, faith, and service that hold communities together. When Washington falters — and it will — those neighborhoods must stand.

Eric Lee / Stringer | Getty Images

This is the real work of conservatism: to conserve what is good and true and to reform what has decayed. It is not about slogans; it is about stewardship — the patient labor of building a civilization that remembers what it stands for.

A creed for the rising generation

We are not here to cling to the past or wallow in grievance. We are not the movement of rage. We are the movement of reason and hope.

For the rising generation, conservatism cannot be nostalgia. It must be more than a memory of 9/11 or admiration for a Reagan era they never lived through. Many young Americans did not experience those moments — and they should not have to in order to grasp the lessons they taught and the truths they embodied. The next chapter is not about preserving relics but renewing purpose. It must speak to conviction, not cynicism; to moral clarity, not despair.

Young people are searching for meaning in a culture that mocks truth and empties life of purpose. Conservatism should be the moral compass that reminds them freedom is responsibility and that faith, family, and moral courage remain the surest rebellions against hopelessness.

To be a conservative in 2025 is to defend the enduring principles of American liberty while stewarding the culture, the economy, and the spirit of a free people. It is to stand for truth when truth is unfashionable and to guard moral order when the world celebrates chaos.

We are not merely holding the torch. We are relighting it.

This article originally appeared on TheBlaze.com.