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But why not increase the membership fee marginally in the meantime to stay afloat? I suspect the vast majority of members would stay.

Also as another user posted below, set a cap on the number of movies you can view per month and offer a premium unlimited membership upsell.

They are starting to do it. One of their new features is charging a few dollars on "hot" show time.

I'd rather just get a ticket to a different movie twice, via moviepass, and just pay to see the "hot" movie normally.

I hate this surge pricing bullshit. It's just scalping and I'd rather lose moviepass entirely than every contribute to that shit.