In a move that represents something of a coming-out party for discount ticketing system MoviePass, its nearly 3 million passholders will now be able to use their subscriptions at the nation’s 53 Landmark Theatres. Mark Cuban’s theater chain will permit e-ticketing, seat selection, and advanced screening invitations.
Landmark represents its largest integrated partnership — and, significantly, it’s one memorialized with an official announcement. MoviePass claims that it can be utilized at more than 90 percent of all theaters nationwide, but the overwhelming majority of these chains have no official relationship with MoviePass; app purchases require passholders to be within 100 yards of a participating theater in order to select a showtime. Only a portion of the MoviePass theaters are partnership theaters with integrated ticketing, and most of these don’t allow MoviePass to advertise their relationship.
In February, MoviePass parent company Helios & Matheson Analytics announced revenue sharing programs with more than 1,000 theater screens and signed contracts with “multiple” studios and independent distributors. However, the only MoviePass partnerships to make their relationships public are the 30-theater, Dallas-based Studio Movie Grill; another applies to the eight Main Street Theatres near Omaha; the third is the boutique, two-screen Arena Cinelounge in Los Angeles.
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Landmark’s impetus to make the deal may stem from an interest in attracting a metropolitan millennial audience. Partnership theaters are the first theaters to appear in the MoviePass app, regardless of proximity; per data provided by MoviePass, just over 50 percent of its subscribers are millennials.
MoviePass CEO Mitch Lowe recently confirmed to IndieWire that 28 percent of its customers reside in either New York City, LA, or the greater San Francisco area, and that integration partners provide MoviePass tickets at a 20-25 percent discount. Prior to this deal, MoviePass previously didn’t allow its customers to buy Landmark tickets due to their high prices.
Landmark co-owner Mark Cuban said in a statement, “We are excited to offer MoviePass customers access to our Landmark Theatres. There is no better place to watch a movie than Landmark and now MoviePass customers will be able to enjoy all of our theatres.” Pairing with a household name like Cuban, who is also featured on the hit NBC series “Shark Tank,” should also bolster public perception for MoviePass.
Lowe also touched on the tense relationship between MoviePass and AMC, the Wanda-owned exhibitor which has the largest market share in America. “AMC is the only one who has said, ‘We absolutely, absolutely, will never, I repeat never, ever, ever discount the tickets or share in the concessions with MoviePass,'” said Lowe. As of January, MoviePass was no longer available at AMC’s 10 busiest hubs, including NYC’s Empire 25, LA’s Century City 15, and San Francisco’s Mercado 20.