MoviePass Set for New Beginning as Owner Helios & Matheson Delists –

© Reuters.  © Reuters. – Helios and Matheson shares were suspended Wednesday, bringing an end to its 15-year journey as a listed company.

The suspension of its shares comes a day after Helios was delisted from the Nasdaq. The shares started trading over the counter, the company said.

This may be the end of Helios and Matheson as a publicly listed company, but it marks the start of a new chapter for its subscription services business MoviePass Entertainment, which it acquired in December 2017.

Helios and Matheson said in October last year it would spin off MoviePass in a bid to separate the subscription services unit from the company’s data analytics business.

MoviePass has been a problem child for Helios and Matheson as its $9.99 per month all-you-can-eat movie subscription model was fraught with issues.

The MoviePass app was clunky, much to the chagrin of customers. A move to cut back on the number of films customers could see in theaters using the subscription proved fatal as it came at a time when rivals, including AMC (NYSE:), launched similar subscription plans.

But free from the shackles of Helios and Matheson, with discretion over its subscription plans, MoviePass is expected to adopt a simpler model to reel in subscribers.

MoviePass will adopt a bait-the-hook approach, or, more aptly, bait the screen with movies that MoviePass subscribers will pay to see in a bid to avoid some of the earlier pitfalls.

The road to new beginnings for MoviePass, however, is far from smooth as the experience of going to a movie theater is losing its luster to online streaming companies like Netflix (NASDAQ:), according to a report.

“At $46 (billion), global subscription (over-the-top content delivered by the internet) revenues will overtake box office revenues in 2019 when theatrical takings will come in at just under $40 (billion),” according to Ampere Analysis.

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