MoviePass has struck a new deal that dramatically expands its reach across North America. The company has signed a strategic partnership with the Independent Cinema Alliance, a coalition of approximately 180 member companies operating nearly 5,000 independently run screens across the United States and Canada.
According to Variety, MoviePass founder Stacy Spikes said the ICA's size makes it the third largest domestic exhibition group, ranking just behind AMC and Regal and ahead of Cinemark. He said the theaters in the network generate more than $1 billion in box office revenue annually, which amounts to roughly 15 percent of the North American market. "This significantly expands our reach," Spikes said.
The partnership connects MoviePass's subscription infrastructure directly into ICA's ticketing systems. That integration allows users to select and reserve seats through the MoviePass app. Spikes said users are more likely to buy tickets from cinemas where MoviePass is fully integrated, which he believes will push attendance numbers higher at participating locations.
MoviePass members will also gain access to premium format tickets and receive concession and theater-specific perks at ICA locations, beginning this year.
Spikes described the demographic profile of MoviePass users as younger and tech-forward. He said the largest cluster of users consists of men between the ages of 25 and 26 and women between 24 and 25. The company cited research from Cinema United showing that Gen Z moviegoing frequency increased 25 percent year over year, the largest increase of any demographic. A separate Fandango study found that Gen Z and Millennials are increasingly driving box office momentum. "Our customer base aligns with the heaviest users in the industry," Spikes said. "We think we can drive business to these theaters."
ICA Executive Director Frank Rash said the deal addresses a real gap for smaller exhibitors. He noted that many ICA members lack the capital to build their own subscription platforms, calling it "not financially realistic." "This collaboration reflects ICA's continued commitment to identifying practical, scalable opportunities that can help independent exhibitors compete, grow attendance, and strengthen customer loyalty," Rash said in a statement.
Alongside the partnership announcement, MoviePass launched a Summer Season Pass, offering moviegoers three months of access starting at $30. The pass is timed ahead of major summer releases including The Odyssey and Toy Story 5.
