[jpetazzo]

Same in France since years. There are a few big theatre chains; if I remember correctly, at least 2 of them have an "unlimited" card. The UGC[1] one is 20 EUR/month (~30 USD), which is roughly the price of 2 tickets. A lot of people subscribe to the card, and then watch stuff that they would not have watched otherwise — and they are generally happy with it. I cannot tell if they really find the movies interesting, or if they are just rationalizing their experience and refusing to consider the subscription as a waste :-)

[1] http://www.ugc.fr/typepage.do?alias=carteugcillimite