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.

President Donald Trump's performance at last night's final presidential debate was "brilliant" and "the best he's ever done," Glenn Beck said on the radio program Friday.

Glenn described the moments he thought President Trump came across as "sincere," "kind," and "well-informed," as well as Joe Biden's biggest downfalls for of the night — from his big statement on wanting to eliminate the oil industry to his unsurprising gaffes as the debate neared the end. But, the question remains: was Trump's "brilliant performance" enough to win the election?

Watch the video be low to get Glenn's take on the final debate before the November 3 election:


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This is a moment "Cynical Theories" author James Lindsay probably hoped would never come. The liberal mathematician and host of the "New Discourses Podcast" recently came out as "unhappily" voting Republican, including for President Donald Trump, because the Democratic Party is now being controlled by a far-left movement that seeks to destroy our country and the U.S. Constitution.

He joined Glenn Beck on the radio program Thursday to explain why this election isn't "Trump versus Biden." It's Trump versus a "movement that wants to tear apart American society at its very foundation." Lindsay warned that if it isn't stopped, the left can toss out our rights by rewriting the Constitution — or abolishing it altogether.

"A lot of people don't understand what's happening with the election we have right now," he said. "They think it's a choice between Donald Trump and Joe Biden. And at the surface level, of course, it is. We're voting for each candidate to be duly put into the office of president. But that's not what we really have going on. We have, in Donald Trump, a man who's going to govern as we've all seen — the way he feels like he's going to govern. And we have in Joe Biden, a man captured by a movement that wants to tear apart the American society at its very foundation."

Lindsay noted the popular leftist narratives that call to "abolish anything they don't like," which now includes the U.S. Constitution. He added that "this is the movement that is controlling the Democratic Party."

"It is my belief, that there has been a largely effective kind of silent coup of the Democratic Party, that's turned it completely under the control of this movement. And that's what we're going to be electing with Joe Biden. So I can't do it," he said.

Watch the video below for more details:

Tonight at 9 p.m. ET, 8 p.m. CT, Glenn Beck goes straight to the source of the biggest story in the country with Mayor Rudy Giuliani, who takes us directly into Hunter Biden's alleged laptop.

Despite Big Tech's attempts to squash this story, there should be a mad scramble in the media to get to the bottom of major corruption allegations, but they're willfully ignoring it. However, this is not just a story about Hunter Biden. This is all about Joe Biden. It's a story Glenn has been investigating for over a year that traces back to Ukraine and China. It goes directly to the root of corruption within our political system: How politicians use their family members to enrich the entire clan and sell out their country. While the media looks the other way, Glenn asks Mayor Giuliani to show us the evidence. Giuliani details the chain of possession of the laptop and reveals news that he only had possession of the laptop days before the New York Post story broke. He says, "I reported this the day after I saw it."

He also drops a major bombshell on the show and says Big Tech doesn't want you to see evidence that "establishes with texts, documents, contracts" that "Joe Biden was a 10% partner with a Chinese communist … and there are witnesses that will come forward and testify to it."

Big Tech censorship is out of control. So to watch tonight's explosive episode of Glenn TV, you must be a BlazeTV subscriber. Because Big Tech is doing whatever it can to limit free speech, we're offering our most important discount on BlazeTV ever. Use promo code GLENN to get $30 off a one-year subscription, so you'll have 24/7 access to news and entertainment completely free of biased "fact-checks" and censorship.

Watch a preview of the show below:

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The Senate Judiciary Committee was set to vote on subpoenas to compel Twitter CEO Jack Dorsey and Facebook CEO Mark Zuckerberg to testify on alleged censorship and bias across their platforms. But that all changed when Republican committee members "expressed reservation about the maneuver," Politico reports.

Sen. Ted Cruz (R-Texas), who chairs Judiciary's Subcommittee on the Constitution, was definitely not one of the committee members with cold feet. On the radio program Tuesday, he told Glenn Beck that he's fighting "vociferously" to ensure Dorsey and others testify before the November 3rd election.

"Jack Dorsey and Mark Zuckerberg are both going to testify. They're are going to testify in person. They're going to testify before Election Day. That's what I think should happen," Cruz said. "That's what I'm fighting vociferously to happen. Right now, the companies are negotiating with the chairman's office to discuss terms to come voluntarily. I don't give a damn whether they come voluntarily or under subpoena. They need to testify in person and answer questions for the American people about why they are trying to steal this election, to suppress the free speech, and to censor the press."

The subpoenas would require Big Tech leaders to testify on the alleged "suppression and/or censorship" of two consecutive blockbuster stories from the New York Post. The first story was about emails that allegedly came from Hunter Biden's computer which are currently being investigated by the FBI, and the second was based on additional emails that allegedly showed communist China directly offering millions of dollars to then-Vice President Joe Biden.

"Big Tech stepped in, and they've done something they've never done before," Cruz explained. "We know that Big Tech has been censoring individual conservatives, trying to suppress conservative speech. But the step they took here is, they blocked if any individual user tried to share either of the New York Post stories, [they] were blocked ... Sharing a news story, from a major media outlet is part of democracy, part of free speech. And not only that, they blocked the New York Post itself. Right now, today, the New York Post is not being allowed to post its own damn stories on corruption. This is ridiculous. It's a threshold that's never been crossed before, of Silicon Valley oligarchs declaring the authority to determine what the press is allowed to report, and who is allowed to see it."

Watch the video below to catch more of the conversation:

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