Seems to me, if they treated Moviepass more as free movie passes put out by theaters (where it excludes new releases) they could at least argue that these aren't seats the theaters showing 2/3+ week old movies are selling on their own, so it's an incentive to get more people in and buy concessions. Then with moviepass you put out special deals on concession items, enticing the customers to bring in these coupons to buy large popcorn, or what not.
Now I admit I don't know much about the business of running theaters, but this seems a far better strategy than Moviepass acting all big to theaters claiming they bring in so much business, then severely limiting the amount the customer can actually go to the theater.