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The new caps take effect August 15, though those with annual subscriptions won't be affected until their renewal date.

As that process has gone on, MoviePass has implemented - and sometimes subsequently removed - a number of policies in an attempt to cut its losses. The impact was immediate: the subscriber base has jumped from 20,000 then to over three million today.

Under the previous plan, customers could see one movie per day in theaters for a monthly subscription fee.

The Wall Street Journal detailed the changes, with the planned price increase to $14.95 a month being abandoned in favor of the service's standard price of $9.95 a month.

MoviePass will also suspend peak pricing and ticket verification for users on the new plan, and ticket restrictions on new movies - such as the one introduced with Mission Impossible: Fallout last week - are being revoked as well.

If a subscriber wants to see more than three movies per month, the company will offer a discount of up to $5 on additional movie tickets.

Though MoviePass says it's not raising prices to $15, there's still a hidden price increase.

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The company is trying to burn less cash so it can stay in business.

The change is part of a new model MoviePass hopes will "ensure long-term stability". Users would have to wait a few weeks before using their subscription to see blockbuster films.

The new plan will also include "many major studio first-run films", according to the company.

Monthly subscribers will get the revamped plan when their subscriptions are up for renewal while annual subscribers won't be affected by the change until their renewal date comes up. In a Securities Exchange Commission filing in April, Helios and Matheson Analytics (HMNY), MoviePass's parent company, disclosed that it estimated its average cash deficit was over $20 million a month for the seven months through April.

The embattled MoviePass is taking out all the stops to survive.

The stock gained 2 cents on Monday after the new plan was announced.