MoviePass may currently be going down in a violent and brutal blaze of glory, but the idea they had from the start wasn’t a bad one: give audiences an affordable alternative to buying tickets one-by-one whenever going to the movies. In a world where subscriptions are the way to go in virtually every facet, it was smart of them to try and disrupt the moviegoing business as well.

The problem they’ve had has been nailing down a price point. Several years back when I was living in Burbank, CA, I remember MoviePass had a different price point depending on where you live. If I recall correctly, the cost in LA for a monthly subscription of unlimited viewings a month was around $50 a month — not exactly a value if you saw less than four movies a month. However, with the newer $9.95 price point, they succeeded in gaining subscribers…and driving themselves out of house and home.

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So this begs the question: what’s the perfect price point? The folks over at Morning Consultant and THR have done a survey of 2,201 adults (conducted Oct. 11-14), and in it, they have found the most viewers are willing to pay is $22 to see three movies per month in theaters based on the Van Westendorp model, “which gauges what people are willing to pay for goods or services between prices that are ‘too good to be true’ and those that are too expensive.” What about unlimited viewing? Well, that number is $33 a month.

Needless to say, based on this data, MoviePass is way undershooting the mark, and as a result, has been struggling. With Cinemark and AMC both starting their own special programs, it seems they may be filling the voice left by MoviePass, but I wouldn’t be surprised if we see someone else come in at a more sensible price point based on this data in the near future.

What do you think of this data? Let us know down below!

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SOURCE: Morning Consultant