Basically, MoviePass' existence means that the current $12 price may not last, whether it be because MoviePass will control so much volume that they'll demand a

Basically, MoviePass' existence means that the current $12 price may not last, whether it be because MoviePass will control so much volume that they'll demand a discount, or because if MoviePass goes belly up, then the users who have been conditioned to "pay less per movie" than the face value will now go to the movies less than pre-MoviePass times. If the consumer no longer pays $12, or fewer consumers are willing to pay $12, there will be some kind of reckoning higher up the chain between the theaters and the film companies in splitting up the decreased topline revenue.