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I guess they could, but they don't seem to want to. Cinemark's competitor gives you ONE movie (non-premium, non-3D, etc.) a month for $8.99.

Watching the ad for it preroll every time before a movie I've 'paid for' (with MoviePass) coming on has become a running joke between me and my partner that only people who are such luddites that they've never heard of MoviePass would remotely think it was a good deal.

Every theater chain already has passes, and has for a couple years now.

None of them are halfway as good of a deal as moviepass is.

Imagine when most of their revenue comes from MoviePass. They can't flip a switch overnight.