Absolutely no one, other than the owners of Movie Pass apparently, can be shocked that allowing unlimited movie watching for $10 is unprofitable.
The company "ran out of money" last month, requiring an emergency $5 million dollar loan.
The result... you can now only see a maximum of 3 movies per month for $10. This is still a pretty good deal... but it's not the unlimited buffet of non-stop movie enjoyment it was a month ago.
Here is a special message from the CEO of Movie Pass, letting us know how Movie Pass is changing.