> When the company changed those rules to limit subscribers so they could only see a given movie once, no matter how long it runs in theaters, a support ticket stated, “we hope this will encourage you to see new movies and enjoy something different!” It turns out that was a blatant effort to cut costs, with today’s filing explaining that the move “enabled us to reduce our cash deficit during the first week of May 2018 by more than 35 [percent].”<p>> There are a lot of ways to read that percentage, and in MoviePass’ defense, the company has also said that the goal was to prevent people from using MoviePass to buy tickets for friends who aren’t subscribers. But either way, a savings of more than a third represents a radical shift. Couple that with the fact that the most popular movie the first week of May was Avengers: Infinity War, whose astounding box-office performance is driven by repeat visits, and the connection seems clearer — MoviePass is openly trying to save money by limiting features its customers actively use. It isn’t a “test” or an “experiment,” as the company has claimed in the past; it’s intentionally making the subscriptions people have already paid for less useful because its business model is unsustainable.<p>Getting rid of repeats saving 35% seems to point to some pretty widespread abuse. Who are these people seeing the same movie multiple times during its initial theater run?