The cinema-going subscription service MoviePass, under fire Friday for abrubtly and irreversibly revoking the membership of a number of users over terms-of-service violations, has lowered its monthly price to $7.95 from $9.95. The lowering last summer of the monthly cost to less than $10 from earlier levels that were several times higher caused the company, in which Helios & Matheson Analytics Inc. holds a controlling interest, to experience a surge in demand. It explained to MarketWatch at the time that it was able to take its price that low, allowing movie goers to attend as much as one screening a day for less than the average cost in many cities of a single theater ticket, because its subscriber rolls and data held value to third parties. In a news release late Friday, MoviePass said it drives more than 5% of the total U.S. box office.
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