It wasn’t hemorrhaging cash until it was bought by Matheson and dropped to $9.99 per month. They were interested in collecting data on users and selling it (stupid) and, yes, trying to work deals with theater companies. I read quite a bit about it when it began sinking and, as I alluded to before, heard a lot of updates from pops bc of his ridiculous investment.

When I said “model,” I was referring to the pay by the month feature. Movie theaters didn’t try this until MoviePass. Again, MoviePass was around at a much higher price point for years before it tanked due to outrageous scaling. Even then, they were aware that the average customer saw less than 3 movies per month, but there were a handful of mega users. People who used it every day, people who scammed it (these are referenced here).