>People who only see a couple movies a year will not subscribe.
This is what a lot of people leave out when discussing the gym membership analogy. There is a societal and personal pressure to be in shape and have a gym membership. Many people also don't enjoy the actual process of working out. Therefore people feel guilted into purchasing the service but disincentivized from actually using it.
There is no societal pressure to go to the movies regularly (maybe there is a little pressure to see a handful of blockbusters a year, but not enough to justify the service) and people generally enjoy the experience. So the only incentive to purchase the service is to save money and people have a positive incentive to use the service. That is totally different than the gym membership model.
I'm also reminded of the high-pressure, guilt-ridden sales tactics I had to endure when I had to set an appointment just to cancel my recurring 24-Hour Fitness membership in person.
"So, why did you stop taking your health seriously?"
When I stopped teaching fitness classes part time and move to the other side of town (ie metro Atlanta - an hour drive) where the gym wasn’t the meeting spot for my social circle, I started really not like going to the gym and having to squeeze it in with everything else.
I’ve had a treadmill in my house/apartment for years -that I actually used - when we moved I made sure that we had a spare bedroom that I could turn into a gym.
I love working out at home, in front of my TV or listening to a podcast. I can work out anytime, I’m still at home with my family and my wife will work out with me occasionally. She still likes going to the gym and working out with her friends.
We use it as a commitment device. Too often “life happens” and we don’t have date nights or we may just feel like staying at home. But since we pay a combine $46 a month (including tax), we think we might as well go to a movie. We will usually go out to eat and have drinks while we are out.
This is what a lot of people leave out when discussing the gym membership analogy. There is a societal and personal pressure to be in shape and have a gym membership. Many people also don't enjoy the actual process of working out. Therefore people feel guilted into purchasing the service but disincentivized from actually using it.
There is no societal pressure to go to the movies regularly (maybe there is a little pressure to see a handful of blockbusters a year, but not enough to justify the service) and people generally enjoy the experience. So the only incentive to purchase the service is to save money and people have a positive incentive to use the service. That is totally different than the gym membership model.