NATIONWIDE -- MoviePass is changing up its subscription plan once again.

  • MoviePass announces more change to subscription plan
  • Price will stay at $9.95 a month, no $14.95 hike
  • Subscribers will be limited to 3 movies a month

The struggling movie theater subscription service announced Monday that it would limit subscribers to three movies per month.

Previously, subscribers could see up to one movie per day. The company said it will also give subscribers a discount of up to $5 on any additional tickets they buy.

"Because only 15 percent of MoviePass members see four or more movies a month, we expect that the new subscription model will have no impact whatsoever on over 85 percent of our subscribers," parent company Helios and Matheson Analytics said in a statement.

MoviePass also announced it was abandoning its previously announced price hike. Instead of a monthly fee of $14.95, subscribers will continue to pay $9.95 a month.

The change is part of a new model MoviePass hopes will "ensure long-term stability."

"We discovered over several months of research that our customers value a low monthly price above nearly everything else, so we came together to create a plan that delivers what most of our loyal MoviePass fans want, and one that, we believe, will also help to stabilize our business model," MoviePass CEO Mitch Lowe said in a statement.

The new plan will also include "many major studio first-run films." Last week, MoviePass announced subscribers would be limited to certain blockbuster film within the first two weeks of release.

As part of the new model, the company is also suspending peak pricing and ticket verification. Under peak pricing, subscribers faced paying up to an additional $8 for select movies.

Changes to the subscription plan are set to take effect Aug. 15.

Current monthly subscribers can switch to the new plan when their current plan comes up for renewal, MoviePass said. Annual subscribers will not be affected by the new plan until their renewal dates.

MoviePass has faced a few challenges in the last couple of weeks. On July 26, the company had to borrow $5 million in cash to pay for movie tickets. A service outage through the weekend also prevented customers from checking into theaters or seeing showtimes.