"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.
The Cinemark service, called Movie Club, is $8.99 per month and good for one movie ticket a month.
Whatever the case, it's likely that the company's already starting to push the movie theater sector toward different business models.
In fact, it's having enough of an impact that Plano-based Cinemark, which operates more than 500 theaters across the country, has launched its own competing service. Instead, the Movie Club has subscribers pay a monthly fee of $8.99 and in return customers can see one regular 2D movie a month (with additional tickets costing $8.99) and receive a 20 percent discount at the concession stand.
Helios & Matheson, a tech software provider and consultant, has a similar movie-theater subscription service called MoviePass.
Customers can see one movie per day at any theater in the U.S. 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 Cinemark's rollover clause is unique, it's no where near what MoviePass is offering: unlimited movie tickets for $8/a month. CEO Mark Zoradi told CNN Money the new pricing structure was aimed at "millennials" and its market research had found the most desired trait in a subscription service was the option to stockpile tickets. Through its Movie Club, Cinemark is testing out a solution to empty seats that may prove more lasting.
Cinemark is hoping this new service will help keep theaters full and fight off the recent success of Movie Pass. Cinemark is also hoping this service will help attract people who only go to movies a few times a year to attend movies more often.