经济学人:电影商业:MoviePass的金融恐怖秀(2)

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　　He says that the most frequent cinema-goers have taken up MoviePass subscriptions² 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 abate³. 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 subscriber⁴, 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 advertising⁵, 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 flop⁶. 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。

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