I am not sure your statement about the marginal cost is correct. This is a closely guided secret among studios and exhibitors, but the little anecdotal information that leaks out indicates that for well publicized major releases the studios want pretty much the entirety of the ticket price and the theater can only make money off of concessions. There isn't much room for moviepass in here.

Even for movies that are not as well popular and give more margin to exhibitors, it is very hard to see how you can accommodate moviepass and the crazy discounts they give. Lets take a person that sees about 4 movies per month which should be kind of usual for moviepass. That gives about $2.50 per showing. This has to be shared between moviepass, the theater and the movie owner. While before moviepass, only the theater and the movie owner could share $10.

I don't see how this does not end up severely impacting the profitability of the theater, the movie owner or both. I really do not see a win-win in the moviepass pricing model.