Editor’s Note: This reporter attempted to use the service discussed in order to accurately review the product.

MoviePass, an increasingly popular app available to smartphone users, recently remodeled their pricing system allowing moviegoers to see a movie every day for one monthly price.

Local theaters where students can reap the benefits of this subscription include AMC Market Square 10, 2160 Sycamore Road, and the Egyptian Theatre, 135 N. 2 Street.

The program announced Aug. 15 they are lowering the price of their unlimited plan from $49.99 to $9.95 a month, according to the press release from MoviePass. That’s $9.95 for up to one movie a day, less than the the $11.74 price of a primetime movie at Dekalb’s AMC Market Square 10.

MoviePass, founded in 2011, has gone through various market tests, pricing structures and hiccups before being bought last month by Helios and Matheson Analytics, a publically traded analytics and data firm, according to the Securities and Exchange Commission.

With the acquisition came MoviePass’s new pricing structure, and an explosion in interest from moviegoers.

After announcing the price change, MoviePass became so popular their servers crashed, causing a setback for the new system. After signing up, most subscribers, including myself, have to wait for a MoviePass Card to be mailed to them before taking advantage of the program. When I subscribed in August, I received an email from the company saying the card would arrive some time in September.

“We’ve been blown away with all of the excitement surrounding our new $9.95 unlimited plan,” the Aug. 26 email from MoviePass read. “Though we anticipated a high level of interest, we received an unprecedented volume of traffic: so much so, it completely crashed our servers.”

While film-lovers may enjoy MoviePass, the service has received criticism, especially from theater owners, that it is unsustainable. MoviePass functions like a continuously reloaded gift card, meaning if subscribers see one movie, MoviePass is going to lose money on the subscription. After purchasing one ticket, the cost of another is immediately loaded onto the card at no cost to users.

Managers of AMC Showplace 14, 1860 Anjali Way, Machesney Park, AMC Showplace 16 in Rockford and AMC Market Square 10 in Dekalb declined to comment and referred to AMC’s press release from Aug. 15, where AMC said they believe MoviePass ultimately hurts moviegoers and theaters,

“While AMC is not opposed to subscription programs generally, the one envisioned by MoviePass is not one AMC can embrace,” the press release says. “We are actively working now to determine whether it may be feasible to opt out and not participate in this shaky and unsustainable program.”

Dr. Jeffrey Chown, professor of communication who specializes in filmmaking and film criticism, said MoviePass is an example of ways the film industry is trying to wring more money out of theatergoers.

“It seems to me that a simple marketing operation is going on where theaters are trying to get their money ahead of time instead of waiting for the consumer to show up at the ticket office just before the show,” he said. “I think it takes away from the relaxed enjoyment of going to the movies.”

Some subscribers are eligible for E-Tickets and don’t have to wait for the cards. This includes the AMC Showplace 16, 8301 E. State Street, in Rockford, where I tried MoviePass this weekend. Subscribers book a ticket from within 100 yards of the theater, making it difficult to plan. I parked, selected my movie, and walked in with my E-Ticket. I was a little surprised it worked, but I enjoyed my movie, and paid less for it than if I had purchased my ticket at the theater.

MoviePass is great for the moments when I’m sitting at home bored with Netflix or just want to get out of the house and with tons of movies I want to see in theaters it’s a money saver for me as well. With MoviePass I can open my phone, find something I want to see and go out to enjoy it without