Reverse split case study: Helios and Matheson Analytics
I briefly mentioned Helios and Matheson Analytics, but here's a closer look at how the infamous MoviePass owner's reverse split worked.
Unlike most forward stock splits, which are thoroughly planned, Helios and Matheson moved quickly to prevent a crisis. The company held a special meeting of stockholders on July 23, 2018, at which shareholders approved a one-time reverse stock split.
The very next day, on July 24, 2018, the company announced a reverse split in a 1-to-250 ratio that was to go into effect that same day at 4:01 p.m. EDT. On Wednesday July 25, the stock began trading on a split-adjusted basis.
Why such a hurry? The dramatic reduction in the number of outstanding shares allowed the company to issue new shares at a higher price in order to raise capital.
To say that investors were not thrilled with the plan would be a major understatement. The split initially had the desired effect, with shares spiking to a non-penny-stock level on July 25. However, sellers rushed in, and the stock quickly plummeted to a level even lower than before the split became effective. As of March 25, 2019, the stock trades for just over a penny per share.