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– by Anthony Esteves

In the past year, MoviePass has suffered some major setbacks in its attempt to revolutionize in-theater film viewership. The company, owned by the Helios & Matheson Analytics, has been losing money at a rapid pace. Due to a fixed subscription and obtaining bulk quantities of tickets, amongst other things, the company has raked up a deficit of $45 million in the summer alone. Moreover, according to an SEC filing, MoviePass could need $1.2 billion to support its business strategy.

Not to worry, though. MoviePass has the answer: merchandise.

Deadline broke the story earlier on the merchandise collection that MoviePass is now selling on their online store. Short and long sleeve shirts, hoodies, caps and coffee mugs are up for sale. Moreover, the name of each item is slightly altered to mimic a movie or actor. So, there are short sleeve shirts named “Shirt Russel” and “The Shirt Locker”, long sleeve shirts named “The Big Shirt”, hoodies named “Hood Will Hunting”, caps named “Hat Damon” and a coffee mug named… oh, boy… “The Dark Roast Rises”.

If your eyes haven’t rolled up permanently into the top of your skull yet, take note that the cheapest item is the coffee mug, which is marked at $11.99. It seems the minds at MoviePass see promoting their movie-viewing business through merchandise is the way to get revenue flowing in, instead of attending to errors in their business model. But hey, if you really want to rock a “Close Encounters Of The Shirt Kind” shirt, more power to you.

Just remember, regarding all the merchandise, while they have different film title-inspired names, they all have the exact same graphic on them: the MoviePass logo… that’s it.

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Source: Deadline.