Reminds me of Classpass and it's business model evolution. Sounds like they have transitioned well after spending significant capital.
http://money.cnn.com/2018/03/01/technology/classpass-credit-...
http://money.cnn.com/2018/03/01/technology/classpass-credit-...
Uber is getting support from everyone to subsidize the cost of rides. And the ploy is to wait until self-driving cars are viable. I guess the market is saying that movie theater chains can hold out against bargaining for longer than that.