If I am a traditional 'tech' company - I can afford to lose money when I am investing it in my platform or technology. It's like borrowing money to invest in your assets. For MoviePass, they are losing money and passing it off to theaters - it's like borrowing money to buy more ingredients for a failing restaurant. You can't charge less than the marginal cost, it doesn't make sense! I am trying to wrap my head around…
Well, they're gathering people's information & movie consumption habits as well. I could imagine a similar business losing money on the movie cost but making up for it by exploiting people's data. Not sure how "well" they're doing on that front though.