### Comment:
I think the whole movie pass thing was reasonable. Yeah they were losing money but the potential grew and grew

### REPLY:
Potential? Potential to lose money at a quicker rate? 
  
 Lowering the price, increased the cost of maintaining their user base per user - it also increased the total amount of users. They had no open avenue for monetization in sight besides selling the data OR going head to head with the entire movie business (not a real option).

### END.