It has been less than three years since MoviePass shut down after overturning the cinema business with its discount ticketing service, a disruptive saga that now looks quaint compared with the havoc wreaked on multiplexes by the COVID-19 pandemic.
Turns out, offering customers unlimited movie tickets for less than $10 a month was not sustainable.
Yet the subscription services that cinema companies launched amid MoviePass' rapid rise and subsequent death spiral have proved popular as Hollywood films return to the big screen.
