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Case Study: MoviePass Brings the Netflix Model to Movie Theaters

Data and analytics company Helios and Matheson Analytics purchased a majority share in Netflix co-founder Mitch Rowe’s company MoviePass, allowing the subscription service to drop its fee to $9.95 monthly for unlimited movie theater viewings. The explosive news disrupted the industry as the agency worked with HMNY CEO Ted Farnsworth and MoviePass CEO Mitch Lowe on a week-long New York City media tour and blitz, ranging from top tier national broadcast outlets such as CNN to national movie trade outlets such as Variety. The MoviePass news escalated further when AMC Theaters publicly denounced the service, enabling the agency to prolong coverage and take both companies into another editorial cycle in national and local news nationwide.

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