MoviePass has said it is bringing back its unlimited monthly cinema subscription, after the firm struggled to stay afloat off the back of its $9.99 plan.

The firm’s executive vice-president, Khalid Itum, told Variety of the news but did not provide any more details about the new unlimited plan.

With the plan launching this week, subscribers will be able to watch as many films as they want each month for a set price.

The most expensive plan, which cost between $19.95 and $24.95, depending on where you live, was limited to three movie tickets per month.

Itum said MoviePass is starting to regain subscribers as efforts to improve its image continue.

“I feel like we’re turning a corner,” he said.

In the same announcement, MoviePass said Itum would be taking over day-to-day operations, although Mitch Lowe would remain as chief executive.

While the company said it is no longer looking at other business models, it continues to work on a “red label” solution through which theatres can create their own subscription plans.

Image: MoviePass