Subscribers would have to pay a surcharge of up to $8 for popular, high-demand movies.
But it has been a slippery slope. Things only got worse from there as the service outages continued into Monday evening with even more issues - as of last night, there were apparently zero movies playing in the whole of New York City according to my app. And that's when a huge seismic shift happened.
What effect a reduced-admission policy - or a MoviePass disappearance entirely - could have on the box office remain to be seen.
The reason for the change?
"As we continue to evolve the service, certain movies may not always be available in every theater on our platform", the statement read.
MoviePass promised to be the ideal deal for hardcore movie going fans because you could see as many movies as you wanted for a flat monthly fee, and now we're watching the company melt down in real time.
Regular shareholders want to find out how lucrative the capital that they've invested into a business has become. Go to Twitter and let the studio behind it know. The app went through a series of confusing changes and overhauls over the past week that concluded with users being unable to view any movie listings on the app except for those from e-ticketing theaters. After MoviePass announced the new rules, Helios and Matheson's stock plunged 60% (shares most recently clocked at $0.46), flirting yet again with being delisted off the exchange.
MoviePass is on life support.
First Run Movies opening on 1,000+ Screens to be limited in their availability during the first two weeks, unless made available on a promotional basis.
Abuse - The company also said that it plans on implementing additional tactics to prevent abuse of the service.
So, all of that aside, what's next?
Unfortunately, the price hike isn't the only adjustment users need to prepare for, and it likely isn't the worst.
For those who don't know, MoviePass offers an online service app that allows subscribers to see movies throughout the U.S. (one a day) for a $9.95 monthly subscription fee.
MoviePass was a lovely, possibly shortlived gift that proved people's interest in going to movies hasn't decreased, the platform just needs to be more accessible to potential audiences.
MoviePass CEO Mitch Lowe described the changes as essential steps to make sure they can keep "the most attractive subscription service in the industry".
It's probably time to pour one out for MoviePass. You can think of E-P-S as a per-capita way of describing earnings.