I hope you know San Francisco is an expensive place
$18 at the Regal near me for "RPX" (aka premium times) in Chicago.
I live somewhere much cheaper than SF, and tickets are regularly £10-£11 (which is about $15 give or take)
But Movie Pass charges the same amount no matter where you live so you'd expect it to be much more popular in expensive places. It would be challenging to come up with a worse business model than Movie Pass.
Try small towns, college towns, middle of nowhere.