The article doesn't appear to know much about the real MoviePass story. In fact, the thing that the author suggests that they should have done was their actual

The article doesn't appear to know much about the real MoviePass story. In fact, the thing that the author suggests that they should have done was their actual business strategy: ramp up customer growth using other people's money, and then bully movie theaters into a revenue sharing arrangement. The real problem with Movie Pass wasn't that they grew too fast, it was that the the movie industry refused to make the deal. Don't forget that while MoviePass was losing money hand over first, it wasn't just the consumers that were cashing in. The theaters were getting paid for all those seats too. In response to MoviePass, rather than breaking rank and being used as leverage against the other theaters... most chains just invented their own in-house version that would keep you locked into their brand. There are lots of deeper analyses about there. I don't think the execs were clueless. The investors, though. Those people might have been clueless. The theaters were forced to innovate, and did it easier and cheaper than MoviePass could.