Even by the standards of Hollywood, it sounds an unlikely pitch-an app that offers almost unlimited access to cinemas for $10 a month.
The service, called MoviePass, pays cinemas full price for nearly every ticket that filmgoers use.
By design, it loses more money the more people use it. The ending seems to be predictable. But might it have a twist?
MoviePass has burned far more cash even than its executives anticipated since introducing the unlimited plan in August last year.
It has attracted more than 3m subscribers and will lose "at least" $45m this month,
根据Helios & Matheson公司于7月10日向美国证券交易委员会提交的文件，
according to a filing to the Securities & Exchange Commission on July 10th by Helios & Matheson,
a data firm which bought a majority stake in MoviePass last year and now owns 92% of it.
Helios & Matheson是一家数据公司，该公司在去年买下了MoviePass大部分股权，现已拥有MoviePass92%股权。
Helios & Matheson reported it had lost $242m in the nine months to June 30th
Helios & Matheson报告称至6月30日起的9个月内，其已损失2.42亿美元
and that its monthly losses would increase as the service becomes more popular.
The firm wants to issue more shares and warrants to stay afloat,
but that could be a hard sell considering that its share price has collapsed from $32.90 on October 11th to l8 cents.
Yet MoviePass does have imitators.
In June AMC Theatres, America's largest chain of cinemas, introduced a similar programme but priced at $20 per month,
a model which may be prove to be more sustainable since the higher price limits the downside risk.
The reason to look afresh at cinema subscriptions is that the old model is struggling.
Film-going in America and Canada declined by 30% on a per-person basis between 2002 and 2017.
Cinema chains have relied instead on sprucing up theatres and jacking up prices-to $9.16 per ticket this year, and even higher in big cities.
Only 12% of Americans and Canadians go to the cinema frequently (meaning once or more a month);
these dedicated film-goers account for about half of all tickets sold.