Not sure that's a bad thing. It probably hinges on the unit economics of their ticket obligation to the studios. For example, if subscribing induces people who

Not sure that's a bad thing. It probably hinges on the unit economics of their ticket obligation to the studios. For example, if subscribing induces people who like going to the movies enough to do it at least monthly to go more often--maybe 2 or 5 or 10 or 20 times a month--the main liabilities seem like: subscribers displacing people who buy full-price tickets, turning frequent full-price purchasers into subscribers, and hard-core min/maxers who refuse to buy anything else at the theater. I'm not sure how the plans work, but the first is probably mostly-fixed by things like not letting pass members reserve seats, and no-pass stipulations for new releases, etc. There's not much you can do about the third, but I'd guess most people are more likely to get a snack or drink if they aren't explicitly paying for the movie, and even more so if they know they're watching 8 movies a month for $13. If the profit on those exceeds the studio's cut of ticket sales, and if the majority of subscribers are attending more, they might come out better the higher the average number of subscriber-monthly attendance goes?