This changeover in the movie industry could be very disruptive. What I see is someone creating a business that will lower the cut for the theatre owners and people making the films. I don't see how they will get away with "eating someone else's lunch" while those people passively sit back and watch. Should be interesting.
A big problem I see is at times when they can fill the theatres easily at full price- premiers, weekends, holidays, etc. They are not going to like giving half the seats away at lower prices.
The reason I have not signed up for this service is I was able to get a Marcus Rewards card for free. On Tuesday nights all movies are $5 plus with the rewards program I get free popcorn as well. So I might go 1-2 times per month. Never more than 2... And I will get free popcorn too! And if I don't go at all, I pay nothing!