I listened to a podcast from the CEO about what their ultimate objective would be. The idea is to at one point have MoviePass be sponsored or paid ( or get a cut) of recommending things aside from the movie experience. For example, you'd get a deal with Uber to get to the theater or a list of great restaurants to try close to the cinema. Package an overall experience. I also think the data collected from movies that people are most interested in seeing would be of great use to publishers ( Box-Office seems to already help satisfy that). Problem is I think their cash burn rate won't allow them to get to that stage soon enough and I can't really see a light at the end of the tunnel for them especially considering AMC has started its own similar experience.