First they couldn’t see Mission: Impossible – Fallout. Then MoviePass subscribers saw other film listings go from limited surge pricing to being blocked out altogether (even smaller indies and documentaries).

Then as of Monday July 30, 2018, most members saw each theater listing in their app be completely wiped out, with the notice “There are no more screenings at this theater today.”

That’s likely to continue tomorrow. And the next day. And for the foreseeable future.

According to Business Insider, MoviePass CEO Mitch Lowe called an all-hands company meeting to announce “that the upcoming big releases Christopher Robin and The Meg would not be available to subscribers,” and that this trend is likely to continue.

Of course it’s much worse than that for most subscribers. Normal sales have been completely shut down, and only the limited E-ticketing feature remains (and even that with restrictions).

MoviePass may not have officially thrown in the towel just yet, but the writing is on the smart phone: we just watched MoviePass die today in real time.

The time for MoviePass has passed, but the model will likely live on in other forms. (Currently, AMC’s A-List is the most viable service, albeit exclusive to its theater chain.) The revolutionary brand’s aggressive approach may have been a suicide mission, but its meteoric rise-and-fall proved that subscription-based movie-going is the future of the theater industry.

MoviePass is a boondoggle now, but its sacrifice will go down as a watershed in movie history.