Subscription movie service MoviePass offered anyone willing to shell out $10 a month — less than the price of a single movie ticket in some parts of the country — the chance to see (almost) unlimited movies at any participating theater. For the consumer, it was the deal of a lifetime. But for parent company Helios and Matheson, it was nothing more than a grand experiment, and one even it knew had little chance of succeeding, at least not in the ways you’d traditionally measure an app‘s success. To understand MoviePass, you first have to come to grips with the…

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