经济学人下载:电影商业:MoviePass的金融恐怖秀(2)

Mitch Lowe, chief executive of MoviePass (and a former Netflix executive), professes to be undaunted by the losses.
MoviePass的首席执行官米奇·罗威（前Netflix执行官）声称无惧损失。

He says that the most frequent cinema-goers have taken up MoviePass subscriptions first, driving up costs.
他说大部分常去电影院的人已经注册了MoviePass，抬高了成本。

As more casual filmgoers sign up, losses should abate.
随着更多影迷的注册，损失会有所减少。

The service also recently announced some add-ons to help defray costs further, including "surge pricing" at times of peak demand.
近期，这项服务还宣布了一些附加项目帮助进一步扣除成本，比如需求高峰时期的“峰时价格”。

He hopes to get the cash burn of the core ticketing service down to $1 per subscriber, with a projected 5m subscribers by the end of the year.
他希望将核心票务服务的烧钱率降至每位用户1美元，计划截止年底注册用户将达到五百万。

He plans to get MoviePass into the black by such means as advertising,
他计划通过广告等方式让MoviePass盈利，

for example by promoting films to users in exchange for fees from studios. That is, if the money lasts.
例如，通过向用户推销电影换取电影公司的酬金。如果经费充足的话。

MoviePass can already shift the box office. It buys 6% of all film tickets in America, according to Helios & Matheson's SEC filing.
根据Helios & Matheson的财务报告，MoviePass已经可以扭转票房了。MoviePass在美国购买了所有电影票的6%。

Overall, national box-office receipts are up: from the start of the year to July 9th, they totalled $6.6bn,
Box Office Mojo指出，整体而言，全国票房收入在增长：从今年7月9日开始，共计66亿美元，

8.8% higher than in the same period in 2017, according to Box Office Mojo.
与2017年同期相比增加8.8%。

Mr. Lowe reckons that MoviePass can be credited for boosting ticket sales by 3%.
罗威认为MoviePass可将门票销售拉动3%。

In Hollywood that sounds like the makings of a blockbuster, even if on Wall Street it is seen as a flop.
在好莱坞，这听起来像是一部大片的素材，虽然在华尔街，这将被视为一个巨大的失败。