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MoviePass’ parent doesn’t want it anymore

MoviePass drew 3 million subscribers after it reduced its monthly fee to $9.95. For that price, users of its red debit card could see a movie in the theater as often as once a day — a savings for people who see even a couple of movies a month. MoviePass, first launched in 2011, had previously operated as more of a niche player with its price of about $30 a month. The $9.95 deal angered some major cinema owners, who feared that audiences would become used to paying ultra-low prices and that if such deals stopped being offered, people would stop going to movies.