×
You will be redirected back to your article in seconds

MoviePass Hires Marketing Chief as It Looks to Expand (EXCLUSIVE)

MoviePass has tapped Natasha Mulla as the company’s first chief marketing officer. She is being tasked with helping the subscription service expand its footprint at a time of rapid growth for the company. MoviePass’s membership rolls swelled after it cut its prices over the summer from nearly $50 to $9.95 per month. The service allows customers to see a movie-a-day in theaters.

It’s a risky business model, because tickets in major markets such as New York City or Los Angeles routinely top $10. MoviePass pays theaters full price for the tickets its users purchase, so it is hoping that Mulla will be able to build up its customer base in cities such as Nashville and Dallas, where tickets are cheaper.

“It’s been fairly easy to get people to subscribe in high-cost markets,” MoviePass CEO Mitch Lowe told Variety. “By hiring Natasha, we’re hopefully going to be finding those people who are in other parts of the country and who can offset the high cost of these other subscribers.”

Lowe said he met Mulla in November at a conference for digital marketers in North Carolina and was impressed by her presentation to attendees. Mulla previously served as senior vice president of marketing at Mashable, a media and entertainment company.

MoviePass’ subscriber base has topped 1.5 million users. In 2016, before it announced the new pricing plan, it had 20,000 subscribers. Lowe originally said the company was prepared to lose money on a per-transaction basis, if it could build enough market share. The data on the customers that MoviePass collects, he reasons, will be valuable to studios or exhibitors, who will work to make MoviePass whole.

Lowe also said trends show that MoviePass users tend to use the service less as time goes on, which will help contain costs.

“Every single month, we’re seeing people watch fewer and fewer movies,” Lowe said.

In her previous role at Mashable, Mulla oversaw the development of the internet company’s brand and image. Prior to Mashable, Mulla was director of events for Haymarket Media, a publishing company, producing both online and in-person award shows and conferences.

MoviePass has primarily grown its base from the media coverage of its new pricing plan. The service will continue advertising on social media and recently announced a promotional partnership with iHeartMedia that will see MoviePass touted over the company’s radio, digital, social, and live-event platforms.

“Right now people are talking about this service,” Lowe said. “It will be interesting to see what new ideas Natasha comes up with in terms of promotion.”

More Film

  • '2019 Oscar Nominated Short Films: Live

    Film Review: ‘2019 Oscar Nominated Short Films: Live Action’

    The Academy skewed dark in its choice of live-action shorts this year, selecting four films to slit your wrists by — each one featuring child endangerment in a different form — and a fifth, about a diabetic on her death bed, that finds a glimmer of uplift at the other end of life. If that [...]

  • How the 'Rich Eisen Show' Mixes

    How the 'Rich Eisen Show' Mixes Sports and Showbiz in an Entertaining Mix

    Walking through the El Segundo studio where veteran sportscaster Rich Eisen tapes his daily “Rich Eisen Show,” the sheer density of sports memorabilia is overwhelming — everything from game balls to jerseys, gear, autographs and uncountable photos are crammed onto every inch of wall and desk space. But step into Eisen’s dressing room, and the [...]

  • Yorgos Lanthimos

    Film News Roundup: 'The Favourite' Director Yorgos Lanthimos Boards Crime Drama

    In today’s film news roundup, Yorgos Lanthimos has set up a crime drama, “Here Lies Daniel Tate” is being adapted, and Donna Langley becomes a member of the USC film school board. DIRECTOR HIRED “The Favourite” producer-director Yorgos Lanthimos has signed on to write and direct crime drama “Pop. 1280,” an adaptation of Jim Thompson’s [...]

  • Brody Stevens Dead

    Comedian Brody Stevens Dies at 48

    Prominent Los Angeles comedian Brody Stevens died Friday in Los Angeles, Variety has confirmed. He was 48. “Brody was an inspiring voice who was a friend to many in the comedy community,” Stevens’ reps said in a statement. “He pushed creative boundaries and his passion for his work and his love of baseball were contagious. [...]

  • Contract Placeholder Business

    Hollywood Agents Blast Writers Guild Over New Proposals

    The war between the Writers Guild of America and Hollywood agents has escalated as the two sides battle over the rules on how writers are represented. The latest volley emerged Friday from Karen Stuart, executive director of the Association of Talent Agents, who accused WGA leaders of misleading its members and asserted that the guild [...]

  • Xavier Legrand Custody

    Cesar Awards: Xavier Legrand’s ‘Custody’ Wins Best Film

    Xavier Legrand’s feature debut “Custody,” a tense portrait of a family torn by domestic violence, won best film, actress (for Lea Drucker), and original screenplay at the 44th Cesar Awards, which took place at the Salle Pleyel in Paris. The awards are France’s highest film honors. “Custody,” which marks Legrand’s follow up to his Oscar-nominated [...]

  • Editorial use only. No book cover

    'Crazy Rich Asians,' 'Late Show With Stephen Colbert' Win Publicity Campaign Awards

    Hollywood publicists have selected “Crazy Rich Asians” as the top movie publicity campaign for 2018 and “The Late Show With Stephen Colbert” as the best television campaign. Warner Bros.’ “Crazy Rich Asians” topped the campaigns for Disney’s “Black Panther,” Fox’s “Bohemian Rhapsody,” Paramount’s “A Quiet Place,” Sony’s “Spider-Man: Into the Spider-Verse,” and Universal’s “Halloween” for [...]

More From Our Brands

Access exclusive content