MoviePass CEO: The Subscription Model Is the Future for Theaters

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.

POLL: What DARK government secrets will Trump uncover?

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Will the dark secrets of the Deep State finally see the light of day? Or will they slip back into darkness, as they have many times before?

The Trump administration is gearing up to fulfill one of Trump's most anticipated campaign promises: to make the contents of the JFK files, along with other Deep State secrets, available to the public. Kash Patel, who has promised to publicize the highly anticipated files, is expected to be confirmed next week as Trump's director of the FBI. Moreover, the House Oversight Committee created a new task force headed by Rep. Anna Paulina Luna called "Task Force on Declassification of Federal Secrets," which is tasked with investigating and declassifying information on the JFK, RFK, and MLK assassinations, UFOs, the Epstein list, COVID's origins, and 9/11. This all comes after the FBI found 2,400 "new" records relating to the assassination of President Kennedy following Trump's executive order to release the files.

Glenn discussed this topic with the cast of the Patrick Bet David podcast. Glenn expressed his confidence in Trump's radical transparency—on the condition that Kash Patel is confirmed. The cast was not as optimistic, expressing some doubt about whether Trump will actually unveil all that he has promised. But what do you think? What files are likely to see the light of day? And what files will continue to linger in the dark? Let us know in the poll below

Do you think the JFK, RFK, and MLK files will be unveiled?

Do you think the 9/11 files will be unveiled?

Do you think the COVID files will be unveiled?

Do you think the UFO files will be unveiled?

Do you think the Epstein list will be unveiled?

Transgender opera in Colombia? 10 SHOCKING ways USAID spent your tax dollars.

MANDEL NGAN / Contributor | Getty Images

The government has been doing what with our tax money!?

Under the determined eye of Elon Musk, DOGE has rooted out the corruption that permeates USAID, and it turns out that it's worse than we thought. Glenn recently read a list of atrocious causes that were funded by USAID, and the list was as long as it was shocking.

Since the January consumer index report was published today, one thing is clear: eggs are bearing the brunt of inflation. That's why we illustrated the extent of USAID's wasteful spending of YOUR taxpayer dollars by comparing it to the price of eggs. How many eggs could the American people have bought with their tax dollars that were given to a "transgender opera" in Colombia or indoctrinating Sri Lankans with woke gender ideology? The truth will shock you:

1. A “transgender opera” in Colombia

USAID spent $47,000 on a transgender opera in Colombia. That's over 135,000 eggs.

2. Sex changes and "LGBT activism" in Guatemala

$2 million was spent funding sex changes along with whatever "LGBT activism" means. That equates to over 5.7 million eggs!

3. Teaching Sri Lankan journalists how to avoid binary-gendered language

USAID forked over $7.9 million to combat the "gender binary" in Sri Lankan journalism. That could have bought nearly 23 million eggs.

4. Tourism in Egypt

$6 million (or just over 17 million eggs) was spent to fund tourism in Egypt. If only someone had thought to build some impressive landmarks...

5. A new "Sesame Street" show in Iraq

USAID spent $20 million to create a new Sesame Street show in Iraq. That's just short of 58 million eggs...

6. Helping the BBC value the diversity of Libyan society

$2.1 million was sent to the BBC (the British Broadcasting Corporation) to help them value the diversity of Libyan society (whatever that means). That could have bought over 6 million eggs.

7. Meals for a terrorist group linked to Al-Qaeda

$10 million worth of USAID-funded meals went to an Al-Qaeda linked terrorist group. That comes up to be just shy of 29 million eggs.

8. Promoting inclusion in Vietnam 

A combined $19.3 million was sent to two separate inclusion groups in Vietnam inclusion groups in Vietnam (why where they separated? Not very inclusive of them). That's over 55 million eggs.

9. Promoting DEI in Serbia's workplaces

USAID sent $1.5 million (4.3 million eggs) to “advance diversity equity and inclusion in Serbia’s workplaces and business communities.”

10. Funding EcoHealth Alliance, tied to the Wuhan Institute of Virology's "bat research"

EcoHealth Alliance, one of the key NGOs that funded the Wuhan lab's bat virus research, received $5 million from USAID, which is equivalent to 14.5 million eggs.

The bottom line...

So, how much damage was done?

In total, approximately $73.8 million was wasted on the items on this list. That comes out to be 213 million eggs. Keep in mind that these are just the items on this list, there are many, many more that DOGE has uncovered and will uncover in the coming days. Case in point: that's a lot of eggs.

POLL: Should Trump stop producing pennies?

SAUL LOEB / Contributor, Chip Somodevilla / Staff | Getty Images

On Sunday, February 9th, President Trump ordered the U.S. Mint to halt the production of pennies. It costs the mint three cents to produce every penny, which Trump deemed wasteful. However, critics argue that axing the pennies will be compensated by ramping up nickel production, which costs 13 cents per coin.

In other news, President Trump promised on Truth Social that he would be reversing a Biden-era policy that mandated the use of paper straws throughout the federal government. From potentially slashing entire agencies to saying farewell to pennies and paper straws, Trump is hounding after wasteful spending of taxpayer dollars.

But what do you think? Was Trump right to put an end to pennies? And should plastic straws make a comeback? Let us know in the poll below:

Should Trump stop the production of pennies? 

Do you agree with Trump's reversal of the plastic straw ban?

Was this the most PATRIOTIC Super Bowl yet?

CHANDAN KHANNA / Contributor | Getty Images

The 2025 Super Bowl demonstrated Trump’s vision of a new America.

On Sunday, February 9th, the Philadelphia Eagles defeated the Kansas City Chiefs in the biggest sporting event of the year. But this wasn't just a victory for Eagles fans. For those watching, it became apparent that American culture has changed, the zeitgeist has shifted, and America has become cool again. While remnants of woke culture lingered, they felt out of step next to the parade of American Flags and patriotic messaging that dominated the national event. The message was clear: America is back.

Everybody knows that the commercials are the best part of any Super Bowl, and last night's game was no exception. As Glenn has pointed out, while some of the ads still carried woke messages (like Nike's), many more captured the newly kindled patriotism felt nationwide. Here are four of the best commercials from last Sunday that make this the most patriotic Super Bowl yet:

1. Rocket: "Own the Dream"

This touching commercial by the financial services company, Rocket, states "Everyone deserves a shot at the American dream," while showing images of people returning home and building families. The ad included a cover of John Denver's iconic song "Take Me Home, Country Roads" and featured an in-stadium sing-along, live from the Super Bowl.

2. Secret Service: "A History of Protection"

Donald Trump made history by being the first sitting president to attend a Super Bowl, which required the efforts of hundreds of Secret Service agents to ensure his safety. The Secret Service boasted of this feat during their minute-long commercial, which lauded American values and achievements and featured iconic American imagery.

3. Brad Pitt: "Huddle Up"

The Super Bowl introduction celebrated snapshots of American achievement accompanied with a powerful commentary about unity narrated by Brad Pitt. The message is clear: Americans can achieve great things when we work together. The ad conjures up American ideals such as hard work, ingenuity, self-sacrifice, and teamwork.

4. Jeep: "Big Game"

Movie star Harrison Ford appeared in Jeep's Super Bowl commercial to promote freedom and to remind us that "freedom isn't free." Ford treks through the mountains while ruminating on what freedom means in America and the opportunities and responsibilities that come with it.