https://www.wired.com/story/moviepass-second-act/
Article trying to figure out how MoviePass makes any money. The short version: grow the customer base large enough that the big theater chains become dependent on MoviePass customers for profitability, at which point they'll try to cut a deal where they take home a share of popcorn.
Half-mentioned but also important: selling studios data about what kind of movies people want to see.