[shriver]

That's actually incredibly complex - generally the way the revenue model works is that the Movie company will negotiate a certain percentage that depends on how old the movie is. So in opening weekend 100% of the revenue is probably going to the movie, but 4 weeks in the theater is probably taking 90% of the revenue. So yes, if you can fill those empty seats in the 4 week old showing you can make bank. But MoviePass has no mechanism for increasing sales of 4 week old movies particularly, they're just as likely to canabalize your existing week 1 sales.

Now I don't know what the Australian system is like but in the UK we have an insurance company from whom you can get 2-4-1 vouchers every tuesday if you're a subscriber. Well that solves the exact problem you're talking about - it incentivizes people to buy the tickets that don't normally get filled, whilst not providing any discount during premium times.