RICHMOND, Va. — Branding the move as “a unique twist on the midnight movie,” popular subscription-based movie ticketing service MoviePass revealed new changes to its existing plans, notifying Richmond area users that they will now be able to see movies only at the Byrd Theatre on Wednesdays at 6 a.m.
In an email detailing the new policy, MoviePass CEO Mitch Lowe apologized for the many conflicting announcements relating to subscription plans, but assured customers that this time they believed they had it right.
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“Due to unforeseen events, like the need to actually make money, MoviePass is implementing some updates to its service to ensure the platform’s sustainability for days to come,” Lowe said. “We understand that 6 a.m. isn’t the ideal time for a movie, but we really don’t think anyone is going to be falling asleep in those seats.”
Several local pass holders reached out to the MoviePass customer service department to clarify the changes.
“I emailed them to ask whether this meant I could only see movies on Wednesday mornings, or if it meant I could only see movies at the Byrd and not Bow Tie or Short Pump,” Dana Holden, a loyal MoviePass subscriber of two months, told The Peedmont. “They just replied, ‘yeah, sure’ and raised my monthly fee to $19.95.”
“I tried calling them,” Roland Marshall, a retiree who sees an average of 17 movies a month, recounted. “It rang and rang and then connected me with a collection agency asking for money. I don’t have $6 million in cash, I’m on a fixed income.”
Despite criticisms, Lowe asserted that the changes will lead to better MoviePass options for everyone in the future. “We hope customers will continue to enjoy our service, just not too much. Like seriously, 15 percent of you are ruining it for the rest of us. Stop it.”
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