MoviePass promises it's 'turning a corner' and says an unlimited movies plan is coming back

Just five months after killing off its unlimited movies plan, MoviePass is bringing it back — some version of it, at least.

MoviePass Executive Vice President Khalid Itum told Variety Thursday that a plan allowing subscribers to see as many movies in theaters per month as they want will be introduced next week. He didn't offer any information about what this plan would look like and what the pricing would be, but this comes as the company rolls out a whole new series of subscription plans and a new marketing push that includes a billboard in Times Square. "I feel like we're turning a corner," Itum said.

Being able to see virtually unlimited movies in theaters for less money per month than a single ticket costs is, of course, what drew so many subscribers to the service in 2017, when the price was dropped to $9.95 a month. But as that pricing became increasingly unsustainable, the company slowly but surely began to roll out restrictions preventing subscribers from seeing everything they wanted to, and the ability to see a movie every single day was taken away in August 2018. At that point, subscribers could see three movies in theaters per month, although they had to choose from a limited selection, and not all films were available on all days.

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Since then, MoviePass introduced a new series of plans, but all three of them still limit users to three films a month, including the "red carpet" option, which starts at $19.95. Although no pricing on the new "unlimited" plan has been unveiled, one would assume it would be more expensive than that, especially for those who live in a major city, where the "red carpet" plan is already $24.95. MoviePass must also now compete with the likes of AMC Stubs A-List, which offers three movies in theaters per week starting at $19.95.