MoviePass has signed multiple contracts with several Hollywood studios and independent distributors to expand the firm’s revenue sources beyond its base of more than two million subscribers.
The partnerships will explore revenue-generating opportunities through marketing channels and exclusive fan-based events so that studios and distributors can more accurately target spending for advertising, reach the right audiences more effectively and identify the most effective markets.
“Partnering with MoviePass allows us to provide a value option to a segment of our customers that doesn’t impact our traditional pricing structure,” said Michael Barstow, director of analytics and business development at Main Street Theatres, Inc., an exhibitor with about 50 screens in the US.
“We are a small exhibitor circuit and MoviePass is another piece of the puzzle that elevates us above our competitors and helps us to better serve movie-goers. MoviePass is rapidly growing its customer base in our markets.
“Since partnering with MoviePass, we have had multiple customers reach out to us and thank us for being the only e-ticketing partner in their market.”
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MoviePass added 500,000 new subscribers in 20 days over the New Year. The low-cost cinema subscription service now has two million users, having reached the one-million milestone on December 20.
MoviePass has enjoyed a 7,400-per-cent rise in its userbase in the five months since Helios and Matheson Analytics became its majority shareholder and began offering a $9.95-per-month (£7.40/€8.30) unlimited cinema package.
Mitch Lowe, chief executive at MoviePass said: “For the first time, studios, distributors and movie theatres have been able to innovate beyond their traditional marketing and advertising tools. They now can move from impression-driven advertising model to a model based solely on conversions.
“In the old days, the studios would pay advertising dollars without the ability to track results. With the MoviePass platform, the studios pay MoviePass only when the MoviePass subscriber goes to the movie. This is the most targeted and direct advertising that Hollywood has ever had at the studio level.”
Theatres and exhibitors that link up with MoviePass are using features only available on the MoviePass platform to help drive consumers to films and events.
Bernadette McCabe, senior vice-president of exhibitor relations and business strategy at MoviePass, said: “We are striving to be good partners to exhibitors and they are starting to see the value in MoviePass.
“Our MoviePass-specific marketing efforts help drive people to our exhibitor’s partners’ theatres and enhances the movie-going experience for their customers.
“Every person we drive to a theatre allows the exhibitors to take in possible incremental revenue from concession sales and other theatre-specific revenue streams, so we continue to benefit the movie-going ecosystem.”