Here’s the kicker, though: out of all the movie theaters MoviePass subscribers currently have access to, only 6% of them offered e-ticketing anyway . So, blocking e-tickets is only making a very small number smaller. MoviePass users can still walk up to almost any theater and swipe their card for a free flick every day. However, if MoviePass users use the service as advertised—meaning seeing several movies a week—the company stands to lose a lot of money. Money they were hoping to recoup by negotiating deals with movie studios and theater operators once they, hopefully, prove they can increase attendance and show off all the fancy data they’re collecting . At this point in time, studios and theaters don’t seem to be too pleased with this new approach for moviegoers, so we’ll have to see how it all shakes out.