Cinemark announced its latest idea on how to bring people back to the theater.
Called "Movie Club," the subscription service would essentially be like Netflix, but for attending movies in theaters.
For $8.99 a month, members get one movie ticket per month. Unused tickets roll over into the next month. The club also allows members to bring their friends to movies for reduced rates and receive discounts at concession shops.
Cinemark owns nearly 350 theaters in the U.S..
Cinemark CEO Mark Zoradi told CNNMoney that the move is aimed at millennials, hoping to bring them back to theaters.
Zoradi said the company's been looking into a subscription service since the beginning of the year. He noted that "most consumers wanted the ability to stockpile discounted tickets," according to CNNMoney.
"In other words, if you sign up for Movie Club but you really only care about summer blockbusters, you could wind up with four months of discounted tickets to use just as May rolls around and Hollywood starts churning out action movies and sequels," according to CNNMoney.
Cinemarks' new plan comes as another movie theater subscription service, called Movie Pass, continues to climb in popularity. Back in August, Movie Pass first made headlines for allowing people to see a movie per day for $9.95 a month, which is about the price of a Netflix subscription, according to the Deseret News.
Customers can see one movie per day at any theater in the U.S.
At the time, AMC released a statement to Variety, calling MoviePass a "small fringe player," saying the company will lose money over time.
But now an actual movie theater chain is responding with a similar plan.
According to The Verge, Cinemark's plan offers certain advantages, like the ability to buy tickets at the theaters and not beforehand, like MoviePass requires.
Cinemark customers can also upgrade their tickets to 3D, while MoviePass customers are stuck with 2D movies.
MoviePass customers tend to be people who want entry-level screening and want to avoid high ticket prices. But MovieClub from Cinemark is a sign that theaters are fighting back.
"Given that dynamic — and the tremendous waves of press that MoviePass' increasingly cheaper prices continue to generate — it makes sense for chains like Cinemark to roll out their own options to encourage attendance at the screens they see as most vital to the future of their business," according to The Verge.