I saw the previous posters who compared movies theaters and restaurants. The difference is that you never know what kind of movies you will see in the theaters and you don't need movies to survive, but you can at least expect taste of the foods you order and you need food to survive. That is why many people rather spend hard earned money on foods not on movies. Specially nowadays the cheap entertainments are everywhere: Netflix, youtube, etc.
Movie passe only attracts hard core movie lovers. Their business model will never work if they depend on the theater movies business. Looks like their goal is just using Movie Pass to get investors' money then buy other businesses related to movies: studio, movie ticket selling website and so on.