How the crazy $10-a-month MoviePass deal works

Moviepass has a subscription plan that lets you watch one movie a day at the theater for $10 a month. It works at around 91% of movie theaters across the US according to the company. The catch is you can only get same day tickets to 2D films and special add-ons like IMAX or 3D aren't included You won't be able to reserve seats ahead of time unless the theater offers e-ticketing. When you sign up, moviepass sends you a MasterCard that's linked to a unique ID in your phone. Once you choose a movie and where and when you want to see it, go to the cinema and check in. This authorizes the card and makes it work at the credit card machines. MoviePass then pays the theater the full admission price, and you get the ticket. As you might imagine this all you can watch deal. Has caused a bit of a stir with theatres. AMC issued a statement saying it was looking into ways to block MoviePass from being used. In an interview with CNet, movie passie or Mitch Lowe said of course I think the only way they can stop taking our credit card is by violating the rules of Mastercard, which would mean they'd have to give up Mastercard altogether. If they did that, I'd just switch to a different credit card company. End quote. The average ticket price is $8.95 in the U.S., according to the National Association of Theater Owners. So even if you only end up using Movie Pass twice a month, you're getting a good deal. But what's the real cost? At the same time as announcing the $10 deal, Movie Pass sold a majority stake to Helios and Matheson Analytics, which is a data firm. So if you're going to be going to see Bay Watch for the umpteenth time don't be surprised if you start getting served ads or marketing material for say 90's reboot films or diet programs to get a perfect beach body. To find out more about movie pass and read our full interview with the CEO go to cnet.com