Movie ticketing firm Sinemia has revealed it will move away from using physical cards to purchase tickets.
The change has been implemented after several new Sinemia users complained that they were waiting far too long to receive their subscription debit cards to arrive.
Turkey-based Sinemia is one of the main competitors of MoviePass in the burgeoning cinema subscription sector.
“The Cardless feature was in our product pipeline but we accelerated it due to strong demand and issues that it brought,” Sinemia founder and chief executive Rifat Oguz said in a statement to TechCrunch.
Earlier this month, Sinemia unveiled its new $4.99-a-month movie ticket subscription plan, which covers tickets for one film per month.
After this proved to be popular and demand spiked, wait times for the card became even longer, prompting the firm to reassess their practices.
“We’ve seen incredible demand for our movie ticket subscription service, with many customers wanting to dive right in and buy movie tickets without waiting for a physical card to be shipped to them,” Oguz said in a press release.
“At Sinemia, we strive to provide the best moviegoing experience possible while driving the industry forward, and this is just one example of how we’re moving quickly to address our customers’ needs. Sinemia Cardless makes it easier than ever for people to get their movie tickets in advance.”
Meanwhile, MoviePass, which costs $9.95-a-month for an unlimited subscription, still requires users to have a physical card that must be presented at the cinema, meaning advanced ticketing is not an option.
Sinemia’s new cardless feature will be available to all members in the US, Canada, the UK and Australia.