×

Cinemark Unveils Monthly Movie Subscription Program to Battle MoviePass

Cinemark has unveiled a monthly subscription program, dubbed Movie Club, that lets customers buy a movie ticket a month for a discount price of $8.99, in addition to 20% off on concessions.

The Texas-based chain, which owns about 350 theaters with more than 4,500 screens, unveiled the program on Tuesday. It also allows members to roll over unused tickets every month and buy additional ones for friends at the lower price.

“We are thrilled to launch our proprietary movie membership program that is completely consumer research-driven,” said Cinemark CEO Mark Zoradi. “Based on the feedback we received, we designed Movie Club with all of the features and benefits that moviegoers desire most in a membership program without any of the hassle, enabling our guests to enjoy the moviegoing experience with their friends and family.”

Cinemark said that it has developed Movie Club after it conducted extensive consumer research and studied the best subscription program models, both in and outside of the entertainment industry. “Throughout the research process, consumers resoundingly preferred a monthly membership program with ticket rollover benefits that allows them to accumulate credits, reserve their seats in advance with no online fees and enjoy significant discounts on concessions,” the company said.

Cinemark’s move appears to be a specific response to MoviePass, which began offering unlimited films in theaters for $9.95 a month earlier this year.

MoviePass announced last month that it was debuting a limited-time subscription that allows users to pay $6.95 a month to watch a movie a day for a year, with the provision that users commit to a 12-month subscription.

MoviePass pays theaters the full price for a ticket, so it is in essence subsidizing its users’ moviegoing and losing money each time they check out a film. The average movie ticket cost $8.60 through the first three quarters of 2017, but in major cities, such as Los Angeles and New York, tickets often cost more than $10.

AMC, the country’s largest chain, threatened legal action against MoviePass in August and predicted that the the company would fail because its business model was not sustainable. There is anxiety among exhibitors that customers will get accustomed to paying a discounted rate for tickets, which will depress prices.

The move comes with domestic box office revenues for 2017 trailing last year by about 4% thanks to disappointing movie performance in the summer and in October, according to comScore.

Popular on Variety

More Film

  • disney d23

    Cruella, Kit Harington and Black Panther's Return: Everything We Learned at D23 Day Two

    Not to be outdone by the avalanche of series orders and casting announcements bolstering the new streaming series Disney Plus, Walt Disney Studios showed off its film wares in a marathon presentation at D23 on Saturday. The Anaheim, Calif. expo brought star power, if perhaps fewer surprises than Friday’s presentation, as fans in princess and [...]

  • Harvey Weinstein, Katie Holmes, Taylor Swift'The

    Taylor Swift Downplays Association With Harvey Weinstein

    Taylor Swift’s association with disgraced movie mogul Harvey Weinstein was among the topics the singer addressed in a revealing new interview with The Guardian. Weinstein held producer credits for the movies “One Chance” and “The Giver,” both of which featured Swift — in the former, a song, and in the latter, a supporting role. She [...]

  • Breaking Bad Movie

    'Breaking Bad' Movie: Watch the First Teaser for 'El Camino'

    In case you hadn’t heard, Emmy-winning drama “Breaking Bad” is cooking up a movie sequel. On Saturday, after details of Netflix’s project quietly leaked online, the streaming giant issued the first teaser for “El Camino: A Breaking Bad Movie,” which will be released on October 11. Starring Aaron Paul as Jesse Pinkman, the “Breaking Bad” [...]

  • Samara Weaving and Adam Brody Big

    'Ready or Not': That Time Samara Weaving Hit Andie MacDowell in the Face

    Samara Weaving didn’t mean to hurt Andie MacDowell, but she did just that while they were rehearsing for their new horror dark comedy “Ready or Not.” “I hit Andie MacDowell in the face by accident,” Weaving says on this week’s episode of “The Big Ticket,” Variety and iHeart’s movie podcast. “It was horrible. It was [...]

  • Aracne

    Chile’s Sanfic, Mexico’s Morbido Fest Pact to Promote Latino Horror (EXCLUSIVE)

    Mexican horror festival Morbido and Chile’s Santiago Intl. Film Festival (Sanfic) have agreed on a long-term collaboration intended to strengthen the genre film industry in Chile and across Latin America. This partnership will see Morbido representatives attend the Sanfic industry section each year to aid in the promotion of horror projects and advise those projects [...]

  • Tom Holland'Spider-Man: Homecoming' film premiere, Arrivals,

    Tom Holland Addresses Spider-Man’s Studio Divorce at D23: ‘I Love You 3000’

    British actor Tom Holland showed face on the main stage at D23 on Saturday, in the thick of an ugly studio battle over the rights to his iconic Marvel character Spider-Man. Headlines have been rolling in for days about the contentious battle for the cinematic future of the hero, after Sony Pictures became unwilling to [...]

  • Soul Movie

    Pixar's 'Soul' Announces Voice Cast: Jamie Foxx, Tina Fey to Star

    Disney debuted a first look at upcoming Pixar film “Soul” at the D23 expo in Anaheim, Calif. and announced its star-studded voice cast. “Soul” imagines that every person on earth comes pre-installed with a soul formed and perfected in a cosmic realm. Jamie Foxx will play a middle-school music teacher on earth who dreams of [...]

More From Our Brands

Access exclusive content