Then you don't understand the model. Listen to the interview posted below. You gotta think big picture. If they only attract avid movie goers that would be a problem. That's a small percentage of us. The bet is they get the "normal" movie goer which would be profitable - By a little. But again, the subscriber fees aren't what will ultimately make them profitable. It's the over revenue opportunities by having the subscribers.
The number of movies subscribers go to see on average drops substantially after the first few months but the still pay the monthly fee. Customer acquisition costs and loss leaders are common in any business.
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