Why a Movie Theater Chain Launched a New Membership Model

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"In other words, if you sign up for Movie Club but you really only care about summer blockbusters, you could wind up with four months of discounted tickets to use just as May rolls around and Hollywood starts churning out action movies and sequels", according to CNNMoney. MoviePass has attempted to crack that code with mixed results and now Cinemark is attempting their own brand of monthly offering. It's another reflection of how the concepts of association membership are slowly but surely going mainstream. The first program of its kind, Movie Club offers ticket and concession discounts along with many other exclusive benefits.

Cinemark is one of the biggest movie chains in the country with almost 350 theaters. Dedicated cinephiles could save hundreds every month in their film-going budget, and casual movie-goers had an incentive to head to the theater rather than watch on the home screen.

While most people get their content online in an increasingly digital world, we shouldn't forget where most of it came from - the movie theater.

"We are thrilled to launch our proprietary movie membership program that is completely consumer research-driven", said Cinemark CEO Mark Zoradi in a statement.

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Most studios at the current minute don't mind MoviePass: the app ticket service isn't taking any money out of their pocket -meaning there isn't any negative impact on a major studio's rentals- and any service that encourages moviegoing is good for business.

The price level, whatever the case, appears to reflect a response to MoviePass, which recently launched a yearly payment option of $89.95-or $6.95 per month-plus a processing fee.

Currently, many movie theaters including AMC and Regal say Movie Pass is creating an unsustainable model that will hurt the industry in the long run.

Helios & Matheson's MoviePass service enables subscribers to see unlimited movies in theaters, with no blackout dates and no contracts, for a monthly fee of $9.95.

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