I wrote that response quickly, but that's what I was saying:

> If I were in their shoes, I'd [do what they're doing right now and] agressively undercut the price...

I also agree, if they're telling the truth that their plan is to make their earnings off the data, yes I don't have faith either. I'm saying, if they managed to pull a miracle and get a majority of the movie-going public on to movie pass, they could be in a position to then negotiate with the theaters (and other forces down the line) to strong-arm their way into profitability. Even if it's just "oh hey pay us and we'll feature your theatre to our users in the area".

This is all conjecture, arm-chair theory.