Variety:

MoviePass is cutting its prices in an attempt to attract customers to its subscription service. The controversial company, which aspires to be the Netflix of movie-going, is offering a package deal of $6.95 a month.

It initially cost just under $10 for users to see a movie-a-day for a month; both offerings are less than the cost of a single movie ticket in markets such as Los Angeles and New York City. The average movie ticket price across the country in 2017 was $8.97.

MoviePass said the lower pricing is only available for new subscribers. The company has attracted over 2 million customers since slashing its prices last summer from roughly $50 a month. But it’s made enemies in the process. Theater chains such as AMC have derided MoviePass’s business model as unsustainable. The service pays full price for each ticket its customers buy, subsidizing their multiplex visits. Though MoviePass hasn’t released its financial information, industry observers suspect it is operating at a significant loss.

So, either this is working, or the leadership at MoviePass is completely insane and A-OK with bleeding money until someone else wants to start paying out the cash for them.

I can say that, personally, living in a middle-sized town, I’ve had little to no issues with my MoviePass, and really enjoy using it. I’ve only gone without using it when I’m seeing a movie with my wife (mywife!) or when I want to see a movie opening night, a’la Avengers: Infinity War or Star Wars.

That said, I don’t think I use it anywhere near as much as I should, as I’m absolutely terrible at remembering to go see movies on nights that aren’t Friday, Saturday or Sunday.