Sigh - I typed out this reply (slightly longer) and hit post, but the site is so awful right now it timed out and I couldn't hit back to what I typed... waste of time.
Movie Theaters have been shooting their future in the foot for years and years. $10-$15 for a ticket, then if you want any kind of overpriced snacks/drinks you're going to spend another $10-$15. You can sheer a sheep many times, but skin them only once. Their short term greed of "F it, double the prices. Who cares if we lose 35% of our customers, we'll make more money with the double prices anyways!" is finally showing revenue LOSSES because hey, you can't just piss all your customers off, idiots.
I also hate the "up sell" they throw at your face every time. I only go to the movies on the discount day a couple near me have where it's cheap ($5). Every now and then I'll just get a blue icee, and when I went last I got up to the counter and the cashier just said "Do you want a large popcorn or large drink or both?" ...I had to pause and awkwardly just say "Neither, I just want a medium icee." To which she looked sad and then held up the large cup and said "But you can get a large icee for $X more!" to which again I had to just say "nah, just the medium icee is fine for me" and again she looked sad/upset with me. Pretty annoying. This is why I simply stream my movies, and "occasionally" go to the theater where I sneak in my own snacks and only go on discount night.
I actually think this business model will work for a few reasons:
a) They're drumming up a customer base with a 'good deal'
b) They're proving the model and bringing value to the theaters (more customers = more overpriced food/drink sales). This in turn will lead to higher profit margins in the future.
c) How many "good" movies are you excited to see per year? MAYBE a dozen? Probably not even that many... When someone gets this ticket they'll probably go see the 2-3 movies that are out now that they're excited about, and then it'll be months before the next 'batch' of movies come out and they have more they're interested in.
d) Like most subscriptions, they're going to be leveraging the people whom sign up, never cancel, and never go to the theaters either.
I think I'll copy this text, just in case the site lags out on me again so I don't have to retype it... again.
Playing it correctly means you've already won.