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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.

The Woodrow Wilson strategy to get out of Mother’s Day

Stock Montage / Contributor, Xinhua News Agency / Contributor | Getty Images

I’ve got a potentially helpful revelation that’s gonna blow the lid off your plans for this Sunday. It’s Mother’s Day.

Yeah, that sacred day where you’re guilt-tripped into buying flowers, braving crowded brunch buffets, and pretending you didn’t forget to mail the card. But what if I told you… you don’t have to do it? That’s right, there’s a loophole, a get-out-of-Mother’s-Day-free card, and it’s stamped with the name of none other than… Woodrow Wilson (I hate that guy).

Back in 1914, ol’ Woody Wilson signed a proclamation that officially made Mother’s Day a national holiday. Second Sunday in May, every year. He said it was a day to “publicly express our love and reverence for the mothers of our country.” Sounds sweet, right? Until you peel back the curtain.

See, Wilson wasn’t some sentimental guy sitting around knitting doilies for his mom. No, no, no. This was a calculated move.

The idea for Mother’s Day had been floating around for decades, pushed by influential voices like Julia Ward Howe. By 1911, states were jumping on the bandwagon, but it took Wilson to make it federal. Why? Because he was a master of optics. This guy loved big, symbolic gestures to distract from the real stuff he was up to, like, oh, I don’t know, reshaping the entire federal government!

So here’s the deal: if you’re looking for an excuse to skip Mother’s Day, just lean into this. Say, “Sorry, Mom, I’m not celebrating a holiday cooked up by Woodrow Wilson!” I mean, think about it – this is the guy who gave us the Federal Reserve, the income tax, and don’t even get me started on his assault on basic liberties during World War I. You wanna trust THAT guy with your Sunday plans? I don’t think so! You tell your mom, “Look, I love you, but I’m not observing a Progressive holiday. I’m keeping my brunch money in protest.”

Now, I know what you might be thinking.

“Glenn, my mom’s gonna kill me if I try this.” Fair point. Moms can be scary. But hear me out: you can spin this. Tell her you’re honoring her EVERY DAY instead of some government-mandated holiday. You don’t need Wilson’s permission to love your mom! You can bake her a cake in June, call her in July, or, here’s a wild idea, visit her WITHOUT a Woodrow Wilson federal proclamation guilting you into it.

Shocking Christian massacres unveiled

Aldara Zarraoa / Contributor | Getty Images

Is a Christian Genocide unfolding overseas?

Recent reports suggest an alarming escalation in violence against Christians, raising questions about whether these acts constitute genocide under international law. Recently, Glenn hosted former U.S. Army Special Forces Sniper Tim Kennedy, who discussed a predictive model that forecasts a surge in global Christian persecution for the summer of 2025.

From Africa to Asia and the Middle East, extreme actions—some described as genocidal—have intensified over the past year. Over 380 million Christians worldwide face high levels of persecution, a number that continues to climb. With rising international concern, the United Nations and human rights groups are urging protective measures by the global community. Is a Christian genocide being waged in the far corners of the globe? Where are they taking place, and what is being done?

India: Hindu Extremist Violence Escalates

Yawar Nazir / Contributor | Getty Images

In India, attacks on Christians have surged as Hindu extremist groups gain influence within the country. In February 2025, Hindu nationalist leader Aadesh Soni organized a 50,000-person rally in Chhattisgarh, where he called for the rape and murder of all Christians in nearby villages and demanded the execution of Christian leaders to erase Christianity. Other incidents include forced conversions, such as a June 2024 attack in Chhattisgarh, where a Hindu mob gave Christian families a 10-day ultimatum to convert to Hinduism. In December 2024, a Christian man in Uttar Pradesh was attacked, forcibly converted, and paraded while the mob chanted "Death to Jesus."

The United States Commission on International Religious Freedom (USCIRF) recommends designating India a "Country of Particular Concern" and imposing targeted sanctions on those perpetrating these attacks. The international community is increasingly alarmed by the rising tide of religious violence in India.

Syria: Sectarian Violence Post-Regime Change

LOUAI BESHARA / Contributor | Getty Images

Following the collapse of the Assad regime in December 2024, Syria has seen a wave of sectarian violence targeting religious minorities, including Christians, with over 1,000 killed in early 2025. It remains unclear whether Christians are deliberately targeted or caught in broader conflicts, but many fear persecution by the new regime or extremist groups. Hayat Tahrir al-Sham (HTS), a dominant rebel group and known al-Qaeda splinter group now in power, is known for anti-Christian sentiments, heightening fears of increased persecution.

Christians, especially converts from Islam, face severe risks in the unstable post-regime environment. The international community is calling for humanitarian aid and protection for Syria’s vulnerable minority communities.

Democratic Republic of Congo: A "Silent Genocide"

Hugh Kinsella Cunningham / Stringer | Getty Images

In February 2025, the Allied Democratic Forces (ADF), an ISIS-affiliated group, beheaded 70 Christians—men, women, and children—in a Protestant church in North Kivu, Democratic Republic of Congo, after tying their hands. This horrific massacre, described as a "silent genocide" reminiscent of the 1994 Rwandan genocide, has shocked the global community.

Since 1996, the ADF and other militias have killed over six million people, with Christians frequently targeted. A Christmas 2024 attack killed 46, further decimating churches in the region. With violence escalating, humanitarian organizations are urging immediate international intervention to address the crisis.

POLL: Starbase exposed: Musk’s vision or corporate takeover?

MIGUEL J. RODRIGUEZ CARRILLO / Contributor | Getty Images

Is Starbase the future of innovation or a step too far?

Elon Musk’s ambitious Starbase project in South Texas is reshaping Boca Chica into a cutting-edge hub for SpaceX’s Starship program, promising thousands of jobs and a leap toward Mars colonization. Supporters see Musk as a visionary, driving economic growth and innovation in a historically underserved region. However, local critics, including Brownsville residents and activists, argue that SpaceX’s presence raises rents, restricts beach access, and threatens environmental harm, with Starbase’s potential incorporation as a city sparking fears of unchecked corporate control. As pro-Musk advocates clash with anti-Musk skeptics, will Starbase unite the community or deepen the divide?

Let us know what you think in the poll below:

Is Starbase’s development a big win for South Texas?  

Should Starbase become its own city?  

Is Elon Musk’s vision more of a benefit than a burden for the region?

Shocking truth behind Trump-Zelenskyy mineral deal unveiled

Chip Somodevilla / Staff | Getty Images

President Donald Trump and Ukrainian President Volodymyr Zelenskyy have finalized a landmark agreement that will shape the future of U.S.-Ukraine relations. The agreement focuses on mineral access and war recovery.

After a tense March meeting, Trump and Zelenskyy signed a deal on Wednesday, April 30, 2025, granting the U.S. preferential mineral rights in Ukraine in exchange for continued military support. Glenn analyzed an earlier version of the agreement in March, when Zelenskyy rejected it, highlighting its potential benefits for America, Ukraine, and Europe. Glenn praised the deal’s strategic alignment with U.S. interests, including reducing reliance on China for critical minerals and fostering regional peace.

However, the agreement signed this week differs from the March proposal Glenn praised. Negotiations led to significant revisions, reflecting compromises on both sides. What changes were made? What did each leader seek, and what did they achieve? How will this deal impact the future of U.S.-Ukraine relations and global geopolitics? Below, we break down the key aspects of the agreement.

What did Trump want?

Bloomberg / Contributor | Getty Images

Trump aimed to curb what many perceive as Ukraine’s overreliance on U.S. aid while securing strategic advantages for America. His primary goals included obtaining reimbursement for the billions in military aid provided to Ukraine, gaining exclusive access to Ukraine’s valuable minerals (such as titanium, uranium, and lithium), and reducing Western dependence on China for critical resources. These minerals are essential for aerospace, energy, and technology sectors, and Trump saw their acquisition as a way to bolster U.S. national security and economic competitiveness. Additionally, he sought to advance peace talks to end the Russia-Ukraine war, positioning the U.S. as a key mediator.

Ultimately, Trump secured preferential—but not exclusive—rights to extract Ukraine’s minerals through the United States-Ukraine Reconstruction Investment Fund, as outlined in the agreement. The U.S. will not receive reimbursement for past aid, but future military contributions will count toward the joint fund, designed to support Ukraine’s post-war recovery. Zelenskyy’s commitment to peace negotiations under U.S. leadership aligns with Trump’s goal of resolving the conflict, giving him leverage in discussions with Russia.

These outcomes partially meet Trump’s objectives. The preferential mineral rights strengthen U.S. access to critical resources, but the lack of exclusivity and reimbursement limits the deal’s financial benefits. The peace commitment, however, positions Trump as a central figure in shaping the war’s resolution, potentially enhancing his diplomatic influence.

What did Zelenskyy want?

Global Images Ukraine / Contributor | Getty Images

Zelenskyy sought to sustain U.S. military and economic support without the burden of repaying past aid, which has been critical for Ukraine’s defense against Russia. He also prioritized reconstruction funds to rebuild Ukraine’s war-torn economy and infrastructure. Security guarantees from the U.S. to deter future Russian aggression were a key demand, though controversial, as they risked entangling America in long-term commitments. Additionally, Zelenskyy aimed to retain control over Ukraine’s mineral wealth to safeguard national sovereignty and align with the country’s European Union membership aspirations.

The final deal delivered several of Zelenskyy’s priorities. The reconstruction fund, supported by future U.S. aid, provides a financial lifeline for Ukraine’s recovery without requiring repayment of past assistance. Ukraine retained ownership of its subsoil and decision-making authority over mineral extraction, granting only preferential access to the U.S. However, Zelenskyy conceded on security guarantees, a significant compromise, and agreed to pursue peace talks under Trump’s leadership, which may involve territorial or political concessions to Russia.

Zelenskyy’s outcomes reflect a delicate balance. The reconstruction fund and retained mineral control bolster Ukraine’s economic and sovereign interests, but the absence of security guarantees and pressure to negotiate peace could strain domestic support and challenge Ukraine’s long-term stability.

What does this mean for the future?

Handout / Handout | Getty Images

While Trump didn’t secure all his demands, the deal advances several of his broader strategic goals. By gaining access to Ukraine’s mineral riches, the U.S. undermines China’s dominance over critical elements like lithium and graphite, essential for technology and energy industries. This shift reduces American and European dependence on Chinese supply chains, strengthening Western industrial and tech sectors. Most significantly, the agreement marks a pivotal step toward peace in Europe. Ending the Russia-Ukraine war, which has claimed thousands of lives, is a top priority for Trump, and Zelenskyy’s commitment to U.S.-led peace talks enhances Trump’s leverage in negotiations with Russia. Notably, the deal avoids binding U.S. commitments to Ukraine’s long-term defense, preserving flexibility for future administrations.

The deal’s broader implications align with the vision Glenn outlined in March, when he praised its potential to benefit America, Ukraine, and Europe by securing resources and creating peace. While the final agreement differs from Glenn's hopes, it still achieves key goals he outlined.