On its surface, MoviePass might seem like an unsustainable model, with customers seeing a lot of movies while only paying the service $10 a month.
But the Washington Post reports that MoviePass does want its customers to use the service as much as possible in order to gain profitable data about consumer habits.
After that, more people will sign up who ultimately don’t end up going to the movies as often.
This will theoretically be a much larger percentage of the subscriber base and thus offset the film fans who are going a lot.