[aslkdjaslkdj1]

You have any proof to back up this claim? My hunch is that the heaviest movie pass users were already heavy movie goers.

[listenallyall]

Likely true, but when you drop the consumer's marginal cost to zero, consumption will increase. Even if it was reasonably high to begin with -- i.e. 3x per month to 5, 1x per week to 2-3.