Cinemark CEO Mark Zoradi told CNNMoney that the move is aimed at millennials, hoping to bring them back to theaters.
For film superfans, Cinemark's Movie Club is a pale competitor to MoviePass. Theater chains in particular got real spooked out by MoviePass, a subscription service startup which offers customers unlimited movie tickets at the impossibly low, low price of $10 a month ($7 during specials )-with some like AMC anxious it could drive down the price of tickets in the long run to disastrous levels.
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Do you enjoy going to the movies? If the local cost of tickets is a healthy chunk higher than $8.99 (which is roughly the cost of an average USA movie ticket in 2017) it could serve as a long-term bargain. For ten bucks a month, users could see one movie per day (3-D and IMAX screenings not included), good at 90 percent of the theaters in the country. As the Verge noted, there's other advantages, like being able to buy Movie Club tickets in advance rather than at the theater with MoviePass. Unused tickets roll over into the next month.
But now an actual movie theater chain is responding with a similar plan. Furthermore, you can share all your Movie Club perks (ticket price and concessions discounts) with an additional guest. But MovieClub from Cinemark is a sign that theaters are fighting back.
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Cinemark is one of the biggest movie chains in the country with almost 350 theaters. MoviePass has attempted to crack that code with mixed results and now Cinemark is attempting their own brand of monthly offering. Through its Movie Club, Cinemark is testing out a solution to empty seats that may prove more lasting. "Anything that helps drive attendance to movies we support", said Zoradi.
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. Variety reports this summer's box office was the worst the movie industry has seen in more than a decade.
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