Usually, when you use MoviePass, you have to swipe your card at the box office to get your ticket. If the theater offers assigned seating, a la Alamo Drafthouse, the next step is to pick a spot from the available seats the kiosk worker gives you.
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Now, at Flix Brewhouse, that’s not the case.
According to a news release that went out last week, the Round Rock-based theater chain/brewery is now partners with MoviePass. Among other perks, the deal will allow users to select seats within the MoviePass app and book screenings in advance— features that aren’t available in other theaters.
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Flix Brewhouse has theaters in Round Rock, El Paso and Frisco/Little Elm. A Mansfield location is expected to open this month. The chain also operates theaters in New Mexico, Wisconsin, Iowa, Indiana and Arizona.
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The news comes some months after MoviePass leadership previously announced their next step would be to expand their business model to more than just movie tickets. To wit, here’s MoviePass co-founding CEO and current co-chairman Stacy Spikes in Nov. 2017:
"What if we found a way to sell you the soundtrack right at the theater, or an advance digital copy right after seeing it?...That’s the type of model we’re looking to move toward, instead of a live-or-die by tickets model.
"We’ve done tests where we’ve proven that 40 to 50 percent of the related product sales [soundtracks, book tie-ins, other merchandise] are from people who have already seen the movie.
"So those are the kinds of customers we’re looking to get, that will invest in that part of the ecosystem."
So, this Flix Brewhouse partnership might be the first step in a larger plan for more merchandising and product partnerships through MoviePass. The ticket subscription service, which now boasts more than two million subscribers, is also getting in the movie-making business itself. MoviePass partnered with distribution company The Orchard to acquire the rights to Sundance film "American Animals" earlier this year. The film is slotted for a June 1 limited release, according to Deadline.
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"Flix Brewhouse is bullish on the long-term future of experiential out-of-home entertainment, and we’re excited to work with the like-minded professionals at MoviePass to add more value to movie-going," Flix Brewhouse CEO Allan Reagan said in the news release.