Over the past several months, MoviePass has disrupted the theater business, giving audiences a cheap way to see as many movies as they want every month. Some theaters, like Cinemark and AMC, have been outspoken about their distaste for the service. In addition to taking some control away from them, theaters also felt that the service devalued movies, and if it ever imploded, audiences would have a skewed perspective of how much movies should be worth, which could further make ticket sales drop.
But it doesn’t look like all theaters have this opinion. According to TheWrap, Mark Cuban’s independent theater circuit Landmark Theatres has just signed a deal with MoviePass. This deal would help to integrate the service into the theater’s ticketing system.
Subscribers who utilize MoviePass will now have access to extra benefits such as e-ticketing, advanced screening reservations, and in-app seat selection. I know it doesn’t sound like a whole lot, but considering how things work now, it’s a step up.
As it stands, MoviePass users can’t purchase tickets in advance, and need to be within a certain range of the theaters before they can purchase their tickets. This integration will make it much easier for audiences to plan their experiences while still saving plenty of cash in the meantime.
This is a smart move from Landmark, as it will give MoviePass subscribers an incentive to go to their theaters over other competitors. With this — dare I say “landmark” — deal in place, one has to wonder if other theaters will follow suit, for fear of losing business. We’ll have to wait and see.
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